Molson Coors Beverage Company is launching a 0.0% version of Madrí Exceptional as consumer demand for no- and low-alcohol world beer continues to grow. 

Created in partnership with la Sagra brewery in Spain, the zero-alcohol version of the popular lager will hit supermarket and convenience shelves across the UK from March, with listings already secured, including Waitrose.

The 0.0% version, which will launch in 4x330ml glass bottle multipacks, is created using “cutting edge” technology to remove alcohol, which the brand said “retains the refreshing flavour drinkers expect from Madrí Excepcional”. 

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It comes as Kantar data found the number of drinkers choosing to moderate increased by 2.2 million between 2016 and 2023, while 53% of 18 to 34-year-olds and 59% of Britain’s total adult population are now trying to drink less alcohol.

Madrí Exceptional marketing controller Sophie Mitchell said: “Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers. With Madri Excepcional fast becoming the flagship brand in the world beer category, launching 0.0% is a natural evolution for us.

“It means consumers can stick with one of their favourite beers, even when looking to moderate, and enables retailers to better cater for a growing no- and low-alcohol market, while still tapping into the popularity of the Madri Excepcional brand.”

The rollout will be backed by a multi-million-pound marketing campaign, including advertising, PR, paid social, and a programme of influencer activity. Madrí Excepcional and its alcohol-free variant will also both appear in a new TV advert later this year.