In October 2020, Molson Coors launched Madrí Exceptional on draught into the UK on-premise. Madrí is the first NPD collaboration between Molson Coors and La Saga Brewery in Spain. After a successful launch the business approached Barfly to help get under the skin of the reasons why it has been such a success with customers and consumers, and to help set the direction for the brand’s future, as well as creating a compelling brand film to aid Molson Coors in driving further distribution.

In order to gain a comprehensive view on the reasons why this new world larger has been so successful at launch we selected a diverse range of stockist from both independent, managed and leased and tenanted estates across three key UK cities; London, Birmingham and Sheffield. In each of these venues we conducted Deep Dive interviews with both GM’s and staff to understand their opinions of the brand, what drove their decision to stock, where it sits in their line up and how receptive consumers have been to this new product. We also intercepted consumers in all venues and asked them their honest opinions of the brand and what drove their purchasing decision.

The response was overwhelmingly positive from both customers and consumers alike, providing compelling content for a Madrí sell in reel as well as providing some key insights on how and when the brand should expand into the off-premise. The final debrief also informed on the consumer profile and what drives them to purchase, the role of Madrí in the existing portfolio and alongside competitor brands, the brand elements; glassware, logo, tap and a strategy for trade communications.