Madrí Excepcional blends in citrus with Limón launch
SPANISH-STYLE beer brand Madrí Excepcional has unveiled its new citrus Limón flavoured beer to seize the growing demand for fruit beers.
Available exclusively to Tesco, Booker and One Stop locations nationwide, the new Madrí Excepcional Limón comes in a four pack of 440ml cans at 3.4% ABV and combines Madrí Excepcional lager with natural lemon flavouring to deliver a fresh, premium lager in time for the summer.
Now worth £43million in the UK off-trade, according to Circana data, fruit beer has emerged as one of the fastest-growing segments in the overall beer channel and has helped to attract new shoppers to the category.
Parent firm Molson Coors Beverage Company (MCBC) reckons its latest launch for the Madrí brand is well-placed to meet this demand from consumers by offering a refreshing, premium lager from a familiar brand.
Madrí Excepcional Limón joins the brand’s expanding portfolio alongside the core Madrí Excepcional 4.6% ABV lager and Madrí Excepcional 0.0%, the latter of which recently introduced a new 440ml canned format.
The new launch will be supported by a tailored marketing plan, says MCBC, comprising of a targeted digital campaign to help drive brand awareness alongside in-store PoS materials and on-site activations to help encourage trial and purchase.
Anca Secara, marketing controller at Madrí Excepcional at MCBC, said: “Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with the launch of Madrí Excepcional Limón.
“The latest innovation offers a refreshing, premium quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as BBQs, picnics and bank holiday gatherings as we approach the summer months.
“We’ve built Madrí Excepcional into a billion-pound brand by staying responsive to the trends we’re seeing in the market. Madrí Excepcional Limón is the next step in that journey – expanding our occasion repertoire while helping retailers meet growing demand for the fruit beer category.”
