Molson Coors is seizing what it calls the growing fruit beer opportunity with the launch of Madrí Excepcional Limón, a bold new flavoured lager arriving exclusively in Booker and One Stop convenience stores nationwide, as well as in Tesco.
Available now in 4x440ml can multipacks, with an abv of 3.4%, the brand’s latest innovation is designed to help meet rising demand in the fruit beer segment – combining Madrí Excepcional with natural lemon flavouring.
Madrí Excepcional Limón joins the brand’s expanding portfolio, alongside 4.6% Madrí Excepcional and its 0.0% equivalent.
Launched in partnership with La Sagra brewery in October 2020, the European-style premium lager has been one of the most successful new beer launches in UK brewing history.
Anca Secara, marketing controller for Madrí Excepcional at Molson Coors, said: “Fruit beer is one of the most exciting areas of the category right now, and we’re thrilled to help retailers tap into the opportunity.
“The latest innovation offers a refreshing, premium quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as barbecues, picnics and bank holiday gatherings as we approach the summer months.”
The launch will be supported by a tailored marketing plan, with a targeted digital campaign to drive brand awareness, and in-store point-of-sale materials and on-site activations encouraging trial and purchase.
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