Why Molson Coors’ launch of Madrí Excepcional Limón is so well-timed
Molson Coors has leapt on the growing fruit beer trend with the launch of its new flavoured lager Madrí Excepcional Limón. db finds out more.
Molson Coors has admitted that the launch of Madrí Excepcional Limón has been specifically designed to help meet rising demand in the fruit beer segment and has been created by combining Madrí Excepcional with natural lemon flavouring.
According to the brewer, the lager has a “fresh, zesty lemon aroma and a taste of lemon” along with a finish that is “lightly tart with a subtle, refreshing sweetness”. The new 3.4% ABV beer will be introduced exclusively in Tesco, Booker and One Stop stores across the UK and will be available to buy in four-packs of 440ml cans.
The trend for fruit
db recently revealed that the fruit beer category is emerging as one of the beer styles that is showing promise for growth and, according to Circana data, the sub-category is now worth £43m in the UK off-trade.
Added to this, the fruit beer category is helping to attract new shoppers to the category, as was highlighted in last year’s Attest shopper survey, with lemon pinpointed as the flavour with the strongest appeal among fruit beer drinkers.
Madrí Excepcional Limón will join the brand’s expanding portfolio and be positioned alongside Molson Coors’ 4.6% ABV Madrí Excepcional flagship beer brand and its non-alcoholic beer Madrí Excepcional 0.0%.
Partner Content
Madrí Excepcional is now the second-largest world lager in total trade by value, and a £1 billion brand as reflected by CGA findings and In the off-trade, annual sales now near £140 million, representing 9.5% growth year on year, according to Circana data.
‘Timing is key’
Speaking to db this week about the new release, Anca Secara, marketing controller for Madrí Excepcional at Molson Coors said: “Madrí Excepcional Limón has been created to help retailers maximise the growing fruit beer opportunity by introducing a great-tasting option from a premium, best-selling brand. For Molson Coors, the timing is key. Madrí Excepcional is now the second-largest world lager in total trade by value and a £1 billion brand, with off-trade sales nearing £140 million and 9.5% growth year on year. Extending into fruit beer offers a way to recruit new drinkers and expand into more casual, seasonal occasions to drive the brand forward even further.”
According to Secara: “Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with the launch of Madrí Excepcional Limón.”
Ready for summer
Secara explained: “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.”
Secara added: “We’ve built Madrí Excepcional into a billion-pound brand, by staying responsive to the trends we’re seeing in the market. Madrí Excepcional Limón is the next step in that journey – expanding our occasion repertoire while helping retailers meet growing demand for the fruit beer category.”
Molson Coors has revealed that the launch of Madrí Excepcional Limón 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.
Related news
Could keto-friendly gluten-free low-carb beer be the future?
Archaeologists unearth 2,300 year old bottle of Chinese beer
