Molson Coors, an American-Canadian multinational drink and brewing company, has announced the launch of its new European-style beer dubbed Madri Exceptional.
According to the company, the new beer will be sold exclusively for off-trade starting this March and will be accompanied by a multi-million dollar marketing push spanning television, VOD, and social media. So far, Madri Exceptional has already seen a strong on-trade start; to date, the beer has been picked up by over 6,000 bars and pubs throughout the UK.
"The world lager category continues to go from strength to strength, and Madri Excepcional’s crisp, refreshing double award-winning liquid and distinctive branding give it a real point of difference, which we already know from our on-trade success appeals to consumers," said Ryan Mclaughlin, marketing controller for premium beers, western Europe, at Molson Coors.
European-Style Lagers
Molson Coors is Set to Launch New Madri Excepcional for Off-Trade in March
Trend Themes
1. European-style Lagers - Opportunity for breweries to introduce craft European-style lagers to off-trade markets.
2. Marketing Push - Opportunity for ad agencies to develop multi-million dollar marketing campaigns for new beer products.
3. On-trade Success - Opportunity for bars and pubs to improve their drink offerings and customer experiences by offering European-style lagers.
Industry Implications
1. Breweries - Breweries can tap into the growing world lager category by introducing craft European-style lagers to off-trade markets.
2. Advertising - Ad agencies can capitalize on the opportunity to develop multi-million dollar marketing campaigns for new beer products like Madri Exceptional.
3. Hospitality - Bars and pubs can improve their drink offerings and customer experiences by offering European-style lagers like Madri Exceptional due to its on-trade success.