Molson Coors Beverage Company announced to introduce Madri Excepcional to beer lovers in Canada starting this February. Following a widely successful debut in the United Kingdom in 2020, Madri Excepcional has quickly become one of the most popular brands on the British pub scene and in grocery stores across the U.K. Inspired by El Alma de Madrid, Madri ExcePCional is the first collaboration between Molson Coors and La Sagra brewery near Madrid. The outcome is a European-style lager positioned within Molson Coors' roster of high-end offerings and has been cited as the company's most successful new brand launch of the past several decades.

Madri Excepcional aims to capture "El alma de Madrid" or "The Soul of Madrid" and has all the taste characteristics of a modern Spanish-style lager - crisp, smooth, and refreshing; brewed at 4.6% ABV. The launch will be bolstered by a significant investment, fueling brand exposure through TV, social, and digital media. High-profile partnerships and activations will emphasize the brand's alignment with progressive art, food, and music cultures.  In March 2024, Madrí Excepcional will be available on draught in on-premise venues and on shelves in key retail locations across Canada.