Molson Coors has launched the first-ever ad campaign for Madrí Excepcional, ‘Door Roja’.

The £3.5m campaign aims to build on the brand’s early momentum and further establish it in the off-trade in the UK.

Running for the next three months, it includes TV, on-demand, out-of-home, social media and experiential interactions.

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Having launched in the on-trade in October 2020, Madrí is now available on draught in more than 7,500 venues and is stocked nationwide in the off-trade since launching in March.

Ryan McLaughlin, marketing controller – premium beers at Molson Coors, said: “The reaction to Madrí Excepcional since launch, from venues, retailers and above all the public, has been, well, exceptional. While less than two years old, it’s clear it represents a unique, exciting, and sought-after option.

“This bold campaign – backed by significant investment – captures the soul of Madrid specifically, not just Spain, enabling the brand to continue to stand out against the sea of largely undifferentiated Mediterranean lagers in the growing world lager category.” 

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