# European-Style Lagers Molson Coors is Set to Launch New Madri Excepcional for Off-Trade in March By Niko Pajkovic | Published 2022-02-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/madri-excepcional References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/molson-coors-releases-madri-excepcional-to-the-off-trade-25-02-2022/) & [molsoncoors](https://www.molsoncoors.com)  [Molson Coors](https://www.trendhunter.com/trends/beer-drops), an American-Canadian multinational drink and brewing company, has announced the launch of its new European-style beer dubbed [Madri Exceptional](https://www.trendhunter.com/trends/paint-your-pint-competition). According to the company, the new beer will be sold exclusively for off-trade starting this March and will be accompanied by a multi-million dollar marketing push spanning television, VOD, and social media. So far, Madri Exceptional has already seen a strong on-trade start; to date, the beer has been picked up by over 6,000 bars and pubs throughout the UK. “The world lager category continues to go from strength to strength, and [Madri Excepcional’s](https://www.trendhunter.com/trends/madr-excepcional-zero) 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 consumers," said Ryan Mclaughlin, marketing controller for premium beers, western Europe, at Molson Coors. Image Credit: Molson Coors ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 36% | Activity: 46% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **European-style Lagers:** Opportunity for breweries to introduce craft European-style lagers to off-trade markets. - **Marketing Push:** Opportunity for ad agencies to develop multi-million dollar marketing campaigns for new beer products. - **On-trade Success:** Opportunity for bars and pubs to improve their drink offerings and customer experiences by offering European-style lagers. ### Industries Being Reshaped - **Breweries:** Breweries can tap into the growing world lager category by introducing craft European-style lagers to off-trade markets. - **Advertising:** Ad agencies can capitalize on the opportunity to develop multi-million dollar marketing campaigns for new beer products like Madri Exceptional. - **Hospitality:** Bars and pubs can improve their drink offerings and customer experiences by offering European-style lagers like Madri Exceptional due to its on-trade success. ## Related on Trend Hunter - [Flavor-Forward Alcohol-Free Beers](https://www.trendhunter.com/trends/madr-excepcional-zero.md) - [Artistic Libation Campaigns](https://www.trendhunter.com/trends/paint-your-pint-competition.md) - [Extra-Large Lager Launches](https://www.trendhunter.com/trends/paulaner-mnchner-lager.md) - [Brewery-Fresh Premium Lagers](https://www.trendhunter.com/trends/breweryfresh-premium-lagers.md) - [Premium Crisp Lagers](https://www.trendhunter.com/trends/lager-long-run.md) - [New Zealand Beer Expansions](https://www.trendhunter.com/trends/mad-whale-beer-company.md) - [Purposeful Premium Lagers](https://www.trendhunter.com/trends/vocation-brewery-hilltop-lager.md) - [Iconic German Beer Expansions](https://www.trendhunter.com/trends/hofbruhaus-helles-lager.md) - [Delectable Dark Lagers](https://www.trendhunter.com/trends/dark-lagers.md)