Expansion within the low and no alcohol category
SPANISH-STYLE lager Madrí Excepcional has entered into the low- and no-alcohol market with the launch of Madrí Excepcional Zero.
Created in partnership with La Sagra brewery in Spain, the new alcohol-free lager will roll out across retailers in March, with listings already secured in Waitrose stores.
The new variant aims to respond to the growing demand for alcohol-free options across the off-trade. This has been backed up by Kantar research which found that 53% of 18-34 year olds are now looking to drink less alcohol and are embracing more moderation in the sector.
The Madrí Excepcional Zero 0.0% will launch in a four pack of 330ml glass bottles and has been made using cutting edge technology to remove the alcohol from standard Madrí Excepcional lager without losing any of the flavour that consumers come to expect from the brand.
The rollout will be backed by a multi-million pound marketing campaign, according to parent firm Molson Coors Beverage Company (MCBC), including advertising, PR, paid social and a programme of influencer activity. Both Madrí Excepcional and Madrí Excepcional Zero will also appear in a new TV ad later this year.
Sophie Mitchell, marketing controller at Madrí Excepcional, said: “Consumers increasingly expect to see a no- and low-alcohol version of their favourite beers.
“With Madrí Excepcional fast becoming the flagship brand of the world beer category, launching 0.0% is a natural evolution for us.”
Simon Smith, head of R&D and innovation at MCBC, said: “Madrí Excepcional 0.0% is brewed using cutting edge technology which is proven to retain the best flavour and quality, resulting in the same well-rounded taste profile as Madrí Excepcional, and a crisp, clean and refreshing beer full of flavour and aroma.”
