On April 9th, Madrí Excepcional brought an authentic piece of the Mediterranean lifestyle to the heart of Bucharest, marking the official launch of the new lager with an event full of energy and color.
Over 200 guests enjoyed the essence of the Madrid lifestyle – with local artists, music, areas inspired by Spanish barrios, delicious tapas, and, of course, Madrí Excepcional beer. Everything was designed to recreate an authentic Mediterranean universe, offering a window into what truly represents the soul of Madrid.
“We want to bring a piece of the story of this vibrant and different brand to the Romanian market with each Madrí Excepcional event. It is our response to consumers who seek more than just a beer; they want a Mediterranean lifestyle lived with passion. The word ‘exceptional’ guides us in everything we will build around the brand this year, bringing consumers closer to the elements that define Madrí Excepcional: innovative spirit, unique taste, and out-of-the-box experiences!” said Victor Teioșanu, Marketing Director of Bergenbier S.A.
A special surprise at the launch event was the unveiling of the story behind the character on the label – El Chulapo, an emblematic symbol for Madrid, closely linked to the city’s culture and history. In the past, chulapos were known for their distinct clothing style and confident attitude – and today, the Chulapo on the label becomes the ambassador of an authentic, energetic, and full-of-attitude lifestyle.
Carlos Garcia, founder of La Sagra Brewery and co-founder of Madrí Excepcional, added: “La Sagra was born from the desire to take the best from the cultural diversity around us and apply innovative production techniques to create standout beers. Molson Coors shares these values, and together we have managed to create something extraordinary: Madrí Excepcional – a unique fusion between the Madrid lifestyle and European beer tradition. We want Madrí Excepcional to become a symbol in Romania for those who live life with intensity and authenticity.”
Madrí Excepcional is the result of a collaboration between Molson Coors and La Sagra Brewery in Madrid. The new brand aims to capture “El alma de Madrid” – “The Soul of Madrid” – and combines all the characteristics of a modern European lager. With a fresh and invigorating taste, full of flavor, the new Mediterranean beer has an alcohol content of 4.6% and offers a balanced experience inspired by the streets of contemporary Madrid.
Available on the market in 330 ml and 500 ml bottles, 500 ml cans, and on draft in partner locations, Madrí Excepcional aims to become the choice for those seeking the taste of an exceptional beer and the vibe of an authentic urban experience.