A 0.0% variant of Madrí Exceptional is being introduced by Molson Coors Beverage Company in response to the growing global demand for low- and no-alcohol beer.
The popular lager’s zero-alcohol variant, developed in collaboration with the La Sagra brewery in Spain, will be available in supermarkets and convenience stores throughout the United Kingdom starting in March. Waitrose is among the stores that have already acquired listings for the product.
The firm claims that the 0.0% version “retains the refreshing flavour drinkers expect from Madrí Excepcional” and is made with “cutting edge” technology to eliminate alcohol. It will be available in multipacks of four 330ml glass bottles.
It comes as 59% of all adults in Britain are currently attempting to reduce their alcohol consumption, and 2.2 million more people chose to decrease their drinking between 2016 and 2023, according to Kantar data.
Madrí Exceptional marketing controller Sophie Mitchell said: “Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers. With Madri Excepcional fast becoming the flagship brand in the world beer category, launching 0.0% is a natural evolution for us.
“It means consumers can stick with one of their favourite beers, even when looking to moderate, and enables retailers to better cater for a growing no- and low-alcohol market, while still tapping into the popularity of the Madri Excepcional brand.”
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