Building accessibility for zero alcohol across the off-trade
DRINKS giant Molson Coors Beverage Company (MCBC) has launched a new format for its Madrí Excepcional 0.0% with a new 440ml can.
Available in four packs of 440ml cans, the new offer has rolled out across the UK off-trade in a bid to increase accessibility within the low and no sector through a more convenient pack size.
The new pack format comes as consumers are seeking to moderate their alcohol intake, according to MCBC, with a keen demand for premium options in the space. This comes from new IWSR data for 2025 which found that premium brands now account for two-thirds of all no- and low-alcohol lager volume sales.
Furthermore, Circana research has found that alcohol-free 4x440ml formats have also seen some growth, with an increase of 5.6% year-on-year.
MCBC says the new format for Madrí Excepcional 0.0% responds directly to this trend and provides retailers with a premium, trusted name in the off-trade to encourage more sales from the low- and no- sector.
Anca Secara, marketing controller for Madrí Excepcional at MCBC, said: “We’ve built Madrí Excepcional into a billion-pound brand by staying responsive to what consumers want and what retailers need – and the same strategy applies to our 0.0% variant.
“We’ve had strong demand from retail customers for a can format of Madrí Excepcional 0.0%, so it’s great to be able to deliver this.
“The new Madrí Excepcional 0.0% 4x440ml cans will set retailers up for success this summer and beyond, helping them tap into a broader range of occasions by offering a more convenient, accessible format for shoppers seeking premium, great-tasting options when they choose to moderate.”
