Carlsberg Sees Major Threat From "Fake" Spanish Lager Brewed In The UK

Several companies are branding their beer as Spanish or Italian, despite the products being brewed in the UK, Eleanor Butler reported for Euronews.

Madrí Excepcional is marketed as embodying "the soul of Madrid" but is brewed in Yorkshire, England, by the Canadian-American multinational Molson Coors. I Photo: Molson Coors Beer & Beyond

One such brand, Madrí Excepcional, is gaining popularity in the UK and eating into Carlsberg's market share.

The CEO of the Danish brewer highlighted this in a conversation with The Telegraph. According to data from NIQ, Madrí Excepcional achieved annual sales of £93.3 million (€108.9 million) last year.

Molson Coors, the brand's owner, noted that in the second quarter of 2024, Madrí Excepcional ranked third in sales revenue among all lagers sold in UK venues.

Madrí Excepcional, launched in UK pubs in 2020, is marketed as embodying "the soul of Madrid." However, it is brewed in Yorkshire, England, by the Canadian-American multinational Molson Coors, which also owns brands like Doom Bar, Carling, and Blue Moon.

In response to these figures, Carlsberg CEO Jacob Aarup-Andersen remarked, "We’re seeing continued high competition in world beers. It's a fierce battleground in the UK." He noted that San Miguel Beer, another popular brand often perceived as Spanish, is also brewed in the UK by Carlsberg in Northampton for UK customers.