Molson Coors is hoping a beer with Spanish roots flourishes in Canada.

Madri Excepional will be available across Canada in retailers such as LCBO, The Beer Store, Couche Tard, BCLS and conventional grocery, in singles, six and 12-packs.

Its packaging features a dapper chulapo, which is a term that today broadly refers to the Spanish capital’s denizens. The brewer is supporting the launch of Madri Excepional with a big campaign, all about the “soul of Madrid,” and it’s hoping the brand takes off to the same extent it did when it arrived in the UK in 2020.

“We actually uncovered a ton of stats that pointed to Spain gaining in popularity amongst Canadians, both in terms of a travel destination, but Spanish culture in general,” explains Luca Garofalo, senior manager, above premium portfolio, Molson Coors.

Since COVID-19 lockdowns eased, Garofalo points out that the country is the seventh most popular global outbound travel destination for Canadians, while Google searches for Spanish beverages here even surpassed their European counterparts, which he suggests shows there was a “yearning” for a product like Madri.

As Garofalo notes, European beers are driving growth for Molson Coors, which while seeing share gains for its mainstream offerings, saw above premium innovations drive some of its core quarterly results.

The Madri brand is about connecting with a premium beer drinker set, 25-to-44-year-old, well-educated and well-heeled urban imbibers. Garofalo says it’s going after “urban explorers,” who love food and travel-related products, and who respect tradition, but with a modern twist.

While not brewed in Spain anymore, the essence and vibe were all born there he points out.

“We’re a new beer…[but] those are roots we don’t want to lose.”

There is a two-pronged marketing approach, first with creative by Havas UK that came to life during an NHL game. There is also a social component, a conventional OOH in Toronto and Vancouver, and an “aggressive” digital OOH buy in Vancouver, Toronto and Montreal to build mass awareness.

In the summer, for phase two, the new-to-Canada brand will disrupt the European beer space with a transit takeover at Montreal’s Berri station takeover and a Vancouver Skytrain takeover. There will a Toronto King West streetcar wrap, a mural on Ossington and wild postings later in the summer.

As for the retail push in stores such as LCBO, the goal is to disrupt the shopper journey at the point of purchase with bold brand lead displays and POS by Arc along with a national in-store sampling program. During the summer, select retailers will also have a gift with purchase – the Madri signature chalice based on the insight that consumers love to pair beer with the correct glassware.

Citizen is supporting PR efforts.