Molson Coors has introduced a 4x440ml can format for Madrí Excepcional Zero.
The launch aims to tap into rising demand for alcohol‑free 4x440ml multipacks, which are up 5.6% year on year, said Molson Coors, citing Circana data.
The new packs will roll out across grocery, wholesale and convenience this month.
Madrí Excepcional Zero has generated over £2m in retail sales since its debut in April, Molson Coors added.
Anca Secara, marketing controller for Madrí Excepcional at Molson Coors, said: “We’ve built Madrí Excepcional into a billion-pound brand by staying responsive to what consumers want and what retailers need – and the same strategy applies to our 0.0% variant.
“We’ve had strong demand from retail customers for a can format of Madrí Excepcional 0.0%, so it’s great to be able to deliver this. The new Madrí Excepcional 0.0% 4x440ml cans will set retailers up for success this summer and beyond, helping them tap into a broader range of occasions by offering a more convenient, accessible format for shoppers seeking premium, great-tasting options when they choose to moderate.”
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