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Madrí Excepcional

  • Brand Guardianship
  • Brand Identity
  • Brand Strategy
  • Brand World
  • Packaging
  • Print

Originally conceived in 2011 by La Sagra brewery to give the citizens of Madrid a contemporary crafted premium lager, Madri launched in the UK on-trade in 2021. Buddy was asked to take the brand to the next level with a high profile off-trade debut followed shortly with an overhaul of the key on-trade touchpoints.

Bringing our extensive beverage expertise, we leveraged every aspect of the identity and introduced new assets across its entire packaging system and visual world.

Standing centre stage of the brand is our ‘Chulapo’ – a neighbourhood folk hero whose newly crafted prominence and distinctive attire has become the patterned heartbeat of the brand.

"The most successful beer launch in history.”
Financial Times, August 2024
"After rocketing into the top 100 last year, Madrí continues to soar.
Its value has surged £37.8m on volumes up 42.3%"
Britains Biggest Alcohol Brands, The Grocer, June 2024
“Madrí was suddenly stocked in more than 7,500 venues across the UK. Pretty good for a beer pretty much no one had heard of a month before… Its launch was the most successful in hospitality for 16 years, according to stats from the CGA. It delivered the highest-value sales of any alcohol brand in its first year, raking in £109.3m between 2021 and 2022.”
Time Out, Nov 2022
Working with Buddy is like having an extended brand team; they were truly passionate about Madri Excepcional and super collaborative throughout the journey. Whilst Buddy provides all the cutting edge thinking of a big agency, like landing the brands thinking, positioning and perception, it’s all the invaluable small stuff and the passion that you don’t get with the big agencies, that makes them the best to work with.
Jamie Probyn, Madrí Excepcional Brand Manager, Molson Coors
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