A beer that recently landed in the UK is being hailed as "the king of the lager game" and it's starting to pop up in more and more Irish pubs nationwide.
Madri lager, brewed by Molson Coors, first hit the market in October 2020 and is already in the top 10 lagers in the world according to sales.
It's rise up the ladder of beer in the UK has been fast, one viral tweet brilliantly said: "Tell you what the rise of Madri up the beer pyramid has been nothing short of sensational. Pint, can, bottle it can do it all. Could soon be knocking Moretti off the summit."
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And now it's attempt to crack the Irish market is well underway with shops beginning to sell the beer and over 120 pubs having it on draught as of late March.
Shane O’Sullivan, Customer Director, ROI Off-Trade at Molson Coors Beverage Company Ireland, said: “The World Lager category continues to go from strength to strength and Madrí Excepcional’s crisp, refreshing double award-winning liquid and distinctive branding give it a real point of difference, which we already know from our on-trade success appeals to Irish consumers.
“It has enjoyed a strong start in the on-trade after 12 months and is now available in over 120 pubs and bars across the country, with one of the highest rates of sale in the lager category.
"We’re confident it will help retailers drive sales in the off-trade too, and we will be throwing our weight behind the brand with a comprehensive multi-channel marketing programme to put it front of mind for consumers.”
What do you think? Is there room for a new king of lagers in Ireland? And have you tried the Spanish drink?
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