Launched by Molson Coors Beverage Company in partnership with La Sagra brewery in October 2020, the European-style lager has seen on-trade annual sales surpass £880 million, representing 5.4% year-on-year growth in 2025.
"Creating a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was always my dream. As a first-generation craft brewer from Spain, it felt like an ambitious goal - but five years on, Madrí Excepcional has made an incredible impact in the UK, a country celebrated for its brewing heritage. I’m immensely proud of what we’ve achieved together with Molson Coors and excited for what the next five years will bring,” said Carlos Garcia, founder of La Sagra Brewery.
Hannah Norbury, Molson Coors marketing director Western Europe, added: "Celebrating our fifth birthday with £1bn in annual sales is something we’re incredibly proud of – it’s a real testament to the passion and hard work of everyone who’s helped bring Madrí Excepcional to life. To see how quickly the brand has grown shows not only the quality of the beer, but also the amazing support from our on-trade partners and the enthusiasm of UK beer lovers.”
