“You don’t need history, to make history”: How Madrí Excepcional became a £1bn brand in 5 years

This case describes the growth of Madrí Excepcional lager, which went from launch to UK sales of £1bn within five years, and argues that distinctive brand assets and a consistent approach to communications played a critical role in this success.

Rather than focus on heritage like its century-old competitors, Madri Excepcional was inspired by the iconography of modern Madrid and systematically deployed key brand assets such as a bold red, distinctive typography, and the chulapo character across touchpoints.

Evidence is presented that the brand was strongly identified with Spain and its advertising was correctly attributed. Marketing mix modelling estimates that the brand’s media ROI reached £7.54 by 2025.