Madri, the Spanish beer which has taken the UK by storm, has teamed up with Abbey Road Bar & Kitchen, one Liverpool’s ‘s flagship Madri sites on Harrington Street in the heart of the city, to deliver some new street art.
The front of Abbey Road has been transformed by artist company Bonzai creatives with a unique piece of artwork that features the spanish influence of Madri but also incorporates Liverpool’s heritage by featuring the city skyline and the beatles famous abbey road album cover.
Nicola Leppert, Business Development Manager of Abbey Road said:
“We are thrilled with the outcome of our new bar front, it brightens the street up and we have already had so many people stop and tell us how much they like it.”
Since Molson Coors’ launched the beer in collaboration with Spain’s La Sagra brewery, Madrí Excepcional – shortened and Anglicised to Madri by drinkers – has been put behind more than 7,500 bars in the UK. Madri is the sixth best-selling world lager, in terms of value in the country, says its brewer. Not bad for a drink you’d never heard of before the pandemic!
Molson Coors says the beer is inspired by “El alma de Madrid” or “The Soul of Madrid”. The brewer adds: “The crisp, clean and refreshing lager is full of flavour and aroma at 4.6% ABV, with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish.”
“Its branding is inspired by the term ‘Chulapo’ – originally a group of people in Spanish society in the 19th century, famous for their vibrant and elaborate style of dress.
Today, they represent the people of modern Madrid, full of life and energy. It’s this progressive spirit of modern Madrid that inspired Madrí Excepcional.
Carlos Garcia, Founder of La Sagra Brewery, said:
“La Sagra is founded on taking the best of the diverse cultures that surround us and applying innovative brewing techniques to create great tasting beers that stand out from the crowd. These principles are shared by Molson Coors and by working together we’ve created something really special in Madrí Excepcional, a unique fusion of the Chulapo way of life and British brewing heritage.”
Abbey Road Bar & Kitchen was the venue that holds the record in Liverpool for opening its doors for the first time and then closing on the same night for many months! The venue opened on Friday 20th March 2020, the night the then Prime Minister, Boris Johnson, closed all hospitality venues from midnight that night due to the outbreak of the covid-19 pandemic. The site then opened again on Saturday 4th July and has become a local city centre favourite for office staff and sports fans since.