Molson Coors Beverage Co has launched a flavoured ‘Limón’ variant of its UK-brewed Madrí Excepcional beer brand.
The 3.4%-ABV beer goes on sale in the UK off-premise channel this month through Tesco, Booker and One Stop. No SRP was given, but Tesco’s website lists a four-pack of 44cl cans at GBP5.50 (US$6.10).
The launch of Madrí Excepcional Limón will be accompanied by a “targeted digital campaign to drive brand awareness”, alongside in-store activations and tastings.
Citing Circana data, Molson Coors said fruit beer is now worth GBP43m in the UK on-premise and is “emerging as one of the fastest-growing segments in beer, helping to attract new shoppers to the category”.
The brand’s marketing controller, Anca Secara, said: “Fruit beer is one of the most exciting areas of the category right now … the latest innovation offers a refreshing, premium quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as BBQs, picnics and bank holiday gatherings as we approach the summer months.”
Madrí Excepcional was launched by Molson Coors in 2020. The “European-style” lager brand‘s portfolio also includes a 4.6%-ABV beer and 0.0% version. Earlier this year, Heineken debuted two flavoured additions – Cold Pressed Lime and Nectarine Juniper – to its Heineken 0.0 portfolio in the US.
In its fourth-quarter results, posted in February, Molson Coors saw its sales decline by 4% year-on-year. For the full year, the top line was down by 4.8%.
