Beer brand Madrí Excepcional is encouraging shoppers to embrace the spirit of Madrid this summer through a nationwide search for the new face of Madrí Excepcional, in a bid to help keep the brand front of mind during one of the busiest trading periods of the year.
The search follows research commissioned by Madrí Excepcional which finds almost two-thirds of Brits (65%) would consider taking a career break in return for the opportunity to try their dream job.
The campaign centres on the iconic Chulapo character that features on every bottle, pint and can - known by many as the Madrí Man – based on the likeness of the brand’s co-founder, Carlos Garcia.
As Carlos himself takes a summer break, one consumer will be chosen to take part in the ‘Sab-beer-tical’ and become the new face of Madrí Excepcional, enjoying a prize package worth more than £5k while representing the brand throughout the campaign.
Carlos Garcia, co-founder, said: “Summer has a way of inspiring us to try something a little different, and that includes me. Since launching in the UK in 2020, it’s been thrilling to see how much consumers and operators have embraced Madrí Excepcional.
Consumers can enter by following @MadriExcepcional on Instagram and submitting an original image, video or Reel showing their passion for the brand, using the hashtag #MadriMan.
The winner will receive an all-expenses-paid trip to Madrid, a year’s supply of Madrí Excepcional and Madrí Excepcional 0.0%, professional pouring training, a WSET Level 1 in Beer qualification and a limited-edition run of personalised bottles featuring their likeness.
Applications are open now and close on 23rd August and are open to UK residents of all genders aged 25 and up.
The campaign builds on the continued momentum behind Madrí Excepcional in the off trade. Meanwhile, Madrí Excepcional 0.0% has quickly established itself as a must-stock line, helping retailers meet growing demand for premium world lager and low- and no-alcohol options.
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