Madrí has become the latest beer brand to introduce a fruit-flavoured line extension.
It has rolled out Madrí Excepcional Limón exclusively in Tesco, Booker and One Stop stores (rsp: £5.50/4x440ml).
The NPD had a “fresh, zesty lemon aroma and a taste of lemon and other citrus fruits”, Molson Coors said. It had been created to help the brewer tap into the fast-growing fruit beer category, now worth £43m, the brewer added, citing Circana data.
Excepcional Limón joins Madrí’s flagship namesake lager and 0.0% abv counterpart, launched last year.
“Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with the launch of Madrí Excepcional Limón,” said Anca Secara, marketing controller for Madrí Excepcional. “The latest innovation offers a refreshing, premium-quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as barbecues, picnics and bank holiday gatherings as we approach the summer months.”
Read more: Is 2026 the year for fruit beer?
Molson Coors had built Madrí Excepcional into a £1bn brand across the total trade by “staying responsive to the trends we’re seeing in the market”, Secara said.
“Madrí Excepcional Limón is the next step in that journey – expanding our occasion repertoire while helping retailers meet growing demand for the fruit beer category,” Secara added.
Other beer brands to introduce new fruit-flavoured brews in recent months include Peroni, 1664, Tennent’s and Cruzcampo.
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