• Product: Madrí Excepcional 0.0%
• Supplier: Molson Coors Beverage Company
• RRP: TBC
• Available: March

Molson Coors Beverage Company is launching an alcohol-free variety of its popular Madrí Excepcional lager, available from March.

The launch of the 4x330ml multipack comes as the number of drinkers choosing to moderate their alcohol consumption has risen by 2.2 million between 2016 and 2023. More than half of 18-34-year-olds and 59% of Britain’s total adult population are trying to drink less alcohol.

Sophie Mitchell, marketing controller at Madrí Excepcional, said: “Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers. With Madri Excepcional fast becoming the flagship brand in the world beer category, launching 0.0% is a natural evolution for us.

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“It means consumers can stick with one of their favourite beers, even when looking to moderate, and enables retailers to better cater for a growing no- and low-alcohol market, while still tapping into the popularity of the Madri Excepcional brand.”

Madrí Excepcional is now the number five world beer brand in the UK, and the sixth-fastest-growing of the top 20 lagers in British off-trade, with retail sales of more than £123m and growing by 9.3%.

According to the supplier, consumer testing found that Madrí Excepcional 0.0% was preferred to other zero-alcohol world beers for taste, appearance, aftertaste and mouthfeel.

Molson Coors is backing the launch with a multimillion-pound marketing campaign including paid social and influencer activity as well as a TV ad. There will also be a new experience on Madrí Excepcional’s Conectada platform.

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