Madrí Excepcional Launches it’s Summer City Tour to Bring the Soul of Madrid to the UK

Madrí Excepcional is touring the country this summer, bringing the ‘Soul of Madrid’ to four cities: Manchester, Birmingham, Bristol, and London. The unmissable events include a fully immersive experience, with Madrí Excepcional beer, fusion food, street art, and music, bringing a flavour of modern-day Madrid to the UK.

Upon entry, guests will receive a perfectly chilled Madrí Excepcional beer, experiencing the smooth, crisp taste and delicate sweetness of the Mediterranean-style lager. To really bring the city to life, Madrí Excepcional has worked with Madrid based illustrator, Gus Morais, to create an interactive mural. Taking inspiration from 600 Madridian locals, Morais captures their authentic every-day experiences spent in the city, through their lens; accompanied by a curated playlist to create the lively vibe of a Spanish fiesta.

Guests will be transported to the streets of Madrid with a scavenger style digital experience to find Madrí Excepcional hidden within the modern art mural. Guests will be encouraged to scan a QR code within the unique interactive mural using the Madrí Excepcional Conectada platform and locate the hidden cans within the artwork, once the hidden cans have been found, they can claim a selection of prizes. Finally, when time is called on the activation, guests can check Conectada to find their nearest local outlet, where the Madrí Excepcional experience continues.

Madrí Excepcional is a unique collaboration between La Sagra Brewery and Molson Coors. With all the taste characteristics of a Mediterranean-style lager, full of flavour and aroma with a light golden colour, Madrí Excepcional is the perfect drink to enjoy out and about whilst soaking up spontaneous afternoons in the city.

Alongside the captivating city tour activation, Madrí Excepcional have collaborated with Time Out to invite renowned Madrid chefs into the kitchens of iconic UK-based restaurants to pioneer a fresh new fusion dish. The fusion menus will be showcased at each city pop-up and guests will have access to the bespoke dishes created by chefs local to their area. Each dish has been crafted with the Soul of Madrid, to be savoured with a crisp Madrí Excepcional.

The Summer City Tour activation will launch in Cathedral Gardens, Manchester, on Friday 19th – 21st July, from 12PM to 10PM.