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Molson Coors Beverage Company is expanding its presence in the fast-growing fruit beer segment with the launch of Madrí Excepcional Limón, a new flavoured lager rolling out exclusively across Tesco, Booker and One Stop stores in the UK.

Available from April 2026 in 4x440ml can multipacks at 3.4% ABV, the latest addition to the Madrí Excepcional portfolio blends the brand’s established European-style lager with natural lemon flavouring.

The launch comes as fruit beer continues to gain traction in the UK off-trade, now valued at £43m and recognised as one of the category’s fastest-growing segments.

Madrí Excepcional Limón joins a rapidly expanding range that includes the core 4.6% ABV lager and its alcohol-free variant. Since its debut in October 2020, developed in collaboration with Spain’s La Sagra brewery, the brand has become one of the most successful recent launches in UK brewing.

Anca Secara, marketing controller for Madrí Excepcional at Molson Coors, said: “Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with Madrí Excepcional Limón."

She added: “The latest innovation offers a refreshing, premium-quality fruit beer option suited to year-round occasions, particularly key seasonal moments such as BBQs, picnics and bank holiday gatherings as we approach the summer months.”