Molson Coors has launched Madrí Excepcional 0.0%, a zero-alcohol version of its Spanish-style lager, which was created in partnership with La Sagra brewery in Spain.
It rolls out in 4x330ml glass bottle multipacks from March 2025.
The launch will be backed by a multi-million-pound marketing campaign, including advertising, PR, paid social, and a programme of influencer activity. Madrí Excepcional and its alcohol-free variant will both appear in a brand-new TV ad later this year.
In consumer testing, Molson Coors said Madrí Excepcional 0.0% was preferred to other zero-alcohol world beers for taste, appearance, aftertaste and mouthfeel.
The new beer comes with the number of drinkers choosing to moderate increasing by 2.2m between 2016 and 2023, with more than half (53%) of 18–34-year-olds, and 59% of Britain’s total adult population now trying to drink less alcohol. Some 64% of these no- and low-alcohol drinkers do so during at-home occasions.
