The UK division of Molson Coors Beverage Co is spending GBP5m (US$6.7m) on a marketing push in the country for the group’s Madrí Excepcional beer brand.
The activation, titled ‘El Alma de Madrid’, centres around “the return of its” TV advert fronted by Spanish DJ duo Mestiza and a gift-with-purchase aspect. While the campaign kicks off this month, the main focus will be on the summer months, with consumers being offered a branded snack tray with purchases of either Madrí Excepcional or Madrí Excepcional 0.0% from July.
The TV spot will air on unspecified channels in the UK from June, running alongside out-of-home assets for the six-year-old brand. Prior to this, video-on-demand, social media and digital activity kicks off this month.
“With the return of our Mestiza campaign, we’re bringing the energy and spirit of modern Madrid to life at scale again this summer, ensuring the brand remains front of mind during a key trading period,” said Molson Coors’ marketing controller for Madrí Excepcional, Anca Secara. “This campaign has been designed with our retail partners in mind. From high-impact marketing that drives shoppers into stores, to targeted activation like our gift-with-purchase mechanic, we’re giving retailers the tools to help convert that demand into sales.
“With premium world lager continuing to drive category growth, we’re looking forward to helping retailers maximise the opportunity this summer and beyond.”
In mid-April, Molson Coors, which booked a flat sales performance from the first quarter of 2026, expanded Madrí’s portfolio with the UK debut of the flavoured Limón variant.
