The packaging uses a red design featuring a chulapo man in a cap and houndstooth waistcoat, echoing the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"), although it is brewed in Tadcaster, which has long been a centre for British brewing. The beer is aimed at the premium end of the British and Irish lager market.
However, the overt Spanish branding of Madri has drawn criticism with Molson Coors accused of lacking authenticity and transparency with The Sunday Times describing Madri as "the biggest illusion in British brewing history." Although Marston Coors claim that Madrí has been created in partnership with its Toledo La Sagra subsidiary and promote the beer under the slogan the 'Soul of Madrid', the brewery is not known in the city with Mahou and El Águila more popular amongst Spanish drinkers.
About time we boycotted these people who take the pith out of us.
El MadriThe packaging uses a red design featuring a chulapo man in a cap and houndstooth waistcoat, echoing the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"), although it