MOLSON Coors Beverage Company is launching a new 4x440ml can format for Madrí Excepcional 0.0%.
Rolling out across the UK off-trade from March 2026, the new format will look to offer shoppers a more convenient, accessible pack size – whilst also helping retailers tap into growing demand for low and no-alcohol lager options.
Madrí Excepcional 0.0% has generated over £2 million in retail sales in under a year and earned recognition at the 2025 World Beer Awards, winning Bronze for Taste.
Alcohol-free 4x440ml can formats are up 5.6% year on year, as shoppers increasingly look for convenient options that can be enjoyed during outdoor socialising occasions.
Anca Secara, marketing controller for Madrí Excepcional at Molson Coors, said, “We’ve built Madrí Excepcional into a billion-pound brand by staying responsive to what consumers want and what retailers need – and the same strategy applies to our 0.0% variant. We’ve had strong demand from retail customers for a can format of Madrí Excepcional 0.0%, so it’s great to be able to deliver this.
“The new Madrí Excepcional 0.0% 4x440ml cans will set retailers up for success this summer and beyond, helping them tap into a broader range of occasions by offering a more convenient, accessible format for shoppers seeking premium, great-tasting options when they choose to moderate.”
