Madri was soft launched in the UK in 2020 and tapped into the post-lockdown mood of a nation. Although entering a challenging space where other brands were well-established, research showed how Madri offered a pleasing sense of distinctive and identifiable escapism, from the striking chulapo on the glassware to its focused El Alma de Madrid proposition. 

From understanding the brand potential to advertising execution, we have supported the brand as it has grown to be the most successful alcohol launch since the CGA began tracking – none of which would have happened if its fundamentals (it tastes good and people have access to it) weren’t in place.

Madri: Talk about good taste