A growing trend of UK breweries branding their beer as Spanish or Italian despite being brewed in the UK has been highlighted by recent success stories like Madrí Excepcional lager. The beer, brewed in Yorkshire by Molson Coors, has seen impressive sales figures in the UK market, prompting Carlsberg CEO Jacob Aarup-Andersen to acknowledge its success. The rise in popularity of Madrí Excepcional is attributed to a marketing push in early 2022, taking advantage of easing Covid-19 restrictions in the UK and appealing to consumers’ desires for a sun-soaked holiday experience. Interestingly, other popular beers like Birra Moretti and San Miguel, which are also marketed as Italian and Spanish respectively, are brewed in the UK by Heineken and Carlsberg.
Despite some criticism about the honesty of the marketing strategies employed by these breweries, it is well within regulations to take inspiration from other countries and cultures. While Molson Coors, the parent company of Madrí Excepcional, has not yet responded to requests for comment, Carlsberg has recently shared an earnings update indicating a balance between cost-cutting and sales declines in Western Europe. With the success of Madrí Excepcional and other foreign-branded beers in the UK market, it is clear that consumers are drawn to the allure of international brands, even if they are brewed closer to home.
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