“El Alma de Madrid” Brewed in Britain: Spanish-Style Beer takes the UK by Storm
London, UK - A curious trend is sweeping British pubs: a surge in the popularity of “Spanish” beer. But a closer look reveals a surprising twist – much of this Iberian-inspired brew isn’t actually from Spain.
The phenomenon centers around Madrí, a beer that has become the UK’s most prosperous beer launch in history, reaching top sales figures in under five years. According to Heineken data released in late 2023, overall sales of “Spanish” beers in England jumped a remarkable 73% in 2022.
“[BottlesofbeerarelineduponthecounterofaBritishpubon the label, a virile ‘chulapo’ [a typical character from the working-class neighborhoods of Madrid] and a slogan written in Spanish: ’El alma de Madrid’ [‘The soul of Madrid’]. In very small print, it reads ‘Discover the soul of Madrid’, as if brands around the world have lost their minds and are using Spanish words to give themselves a complex air],” reports Spanish daily El Mundo.
Historically,Spain hasn’t been recognized as a brewing powerhouse,often associated with ”easy-drinking and low-alcohol” beverages,as noted by The Times. Yet, a 2024 study by Scottish brewer Innis & Gunn revealed a striking shift in perception: 38% of Britons now believe Spain brews the best beer in the world.
This preference is translating into spending, with Brits willing to pay a premium for a “continental” experience. “One in five pints served in British pubs is now of Spanish origin,”The Times reports, a boon for pub owners.
A Paradoxical Pint
However, the authenticity is largely an illusion.The wildly popular Madrí, despite its evocative branding and Spanish slogans, isn’t brewed in Spain at all.It’s produced exclusively for the British market in Tadcaster,Yorkshire,and Burton-on-Trent,Staffordshire – by British brewers.
Molson Coors, the american-Canadian brewing giant behind Madrí, claims a connection to Spain through a small brewery it owns