Madri: A Beer from Nowhere

Madri is a Spanish beer. In just 5 years, it's become the fourth most popular beer in the UK. Except it's not Spanish.

I kept noticing their logo everywhere - a mural on a warehouse wall in Hackney (I assumed it was a creative studio, or one of those pop-up things that lasts three weeks as a clothes store then becomes a bar that’s only open on Tuesday from 5-8). Then I saw the logo on a poster for Deftones at Victoria Park, right next to American Express.

So I looked it up.

Turns out - despite its strapline “Discover the soul of Madrid” - it’s made in Burton-on-Trent. By Molson Coors.

The flat cap, the "Alma del Sur" tagline, the whole vibe of a sun-soaked terrace you've never actually sat at - none of it's real. And it doesn't seem to matter.

What they've built isn't authenticity, it's a mood rendered with total commitment.

Madri is the Spain you want to believe in, not the one that actually exists.

Ask any Madrileño about Madri, they'll redirect you to Mahou. Madri no es en their dictionario.

We talk a lot about "authentic brand stories" and "genuine heritage." Madri has neither. Turns out that's enough.

I am perplexed on a few levels, tbh.

How did they figure this out?
What was the brand insight?
How did it grow so quickly?

If anyone knows the backstory, do tell. I’ll buy you a pint of Mahou.

Someone should build a case study on this. In fact - might be time for a Wavetable playable one.