Danish brewer Carlsberg boss Jacob Aarup-Andersen has partially attributed its declining UK market share to the rise of so-called ‘faux Spanish’ lager Madrí, which has exploded in popularity since Molson Coors Beverage Co (NYSE:TAP) launched the brand in 2020.
In comments published by The Telegraph, Aarup-Andersen said: “We’re seeing a continued high competition in world beers. It’s a fierce battleground in the UK. We have some good propositions there, but we’re also seeing a number of our competitors pushing very hard in that segment.
“There’s no doubt that one of the brands that is doing well in the UK is Madrí. If you look at the market share, they’ve done well. I think they found a good proposition there. So kudos, kudos to them.”
However, Madrí has been accused by other brewers of dishonestly advertising itself as a Spanish beer.
Estrella Galicia boss Aitor de Artaza told The Telegraph in June: “(Madrí owner Molson Coors) did a very nice job in terms of marketing, that’s for sure.
“But it’s a little tricky because people think they are drinking a Spanish beer but it’s not. They are not very clear and not, to my point of view, very honest”.
Molson Coors responded by stating that Madrí, which is brewed in Yorkshire, the UK, originated as a collaboration between Molson Coors and Spanish brewery La Sagra.
The branding has clearly worked wonders nonetheless- it has become Canadian-American brewer Molson Coors’ top-performing new brand in 20 years.
Carlsberg witnessed a 1.7% decline in sales volumes across the Western European market in the first half of 2024, offsetting growth in Asia and Central and Eastern Europe.