Madrí Excepcional Steps in to Help Brits Celebrate January Birthdays

Madrí Excepcional 0.0% is stepping in to help people born in January celebrate their birthdays, after new research shows a significant proportion avoid or miss out on birthday celebrations altogether.

The research, commissioned by the brand, found that 34% of adults born in January actively avoid birthday celebrations with post-Christmas finances (56%), the cold, dark evenings (31%) and a desire to cut back on alcohol (19%) emerging as the primary reasons.

In response, Madrí Excepcional 0.0% has launched the January Birthday Bar Tab, offering January-born adults a free Madrí Excepcional 0.0% or 4.6% beer for themselves and a friend at participating venues. The initiative is designed to reduce cost barriers and encourage consumers to choose the on-trade for smaller, more flexible celebrations during the month.

The promotion will run at selected BOXPARK venues on Fridays and Saturdays throughout January, aligning with peak trading periods and supporting venues at a time when moderation trends are strongest. T&Cs apply. Available while stocks last.

Sophie Mitchell, Brand Controller at Madrí Excepcional said: “Our research shows that January celebrations aren’t disappearing, but the way people want to socialise is changing. Cost pressures and moderation are influencing decisions, and that can make traditional birthday occasions feel harder to justify.

“By introducing the January Birthday Bar Tab, we want to support venues in recognising those shifts and show how inclusive options, including strong no- and low-alcohol ranges, can help keep social occasions viable during a month when many people are looking to moderate.”

David Byrne, Head of Events and Marketing at BOXPARK added: “January is always a month where behaviour changes, but that doesn’t mean people stop wanting to come together. What we see is guests looking for occasions that feel more flexible and inclusive.''

The initiative comes as 83% of those who have skipped a friend’s birthday in January admit they felt guilty about it, while for two-thirds (66%) of those polled, there are things that would make them more likely to attend a loved one’s celebrations in January, including spending meaningful time together if they knew there was a better alternative to alcohol and if someone else was footing the bill.

Madrí Excepcional 0.0% launched in April 2025, building on the success of the original Madrí Excepcional, which grew annual sales to £1bn in 2025 and sold almost 500 million pints in the UK.

ENDS

Notes to Editors

Research conducted by OnePoll from the 12th to 18th December 2025 across 2,000 UK adults aged 18 to 65 with a minimum of 250 people whose birthday is in January.

*Terms & Conditions

T&Cs apply: UK residents, 18+ only. Promotion available at participating BOXPARK venues (Liverpool, Shoreditch, Croydon, Wembley, Camden) on Fridays and Saturdays in January 2026 (9–10, 16–17, 23–24, 30–31). Go to https://madri-excepcional-zero.x.io.tt/boxpark or scan QR code at venue, enter January DOB to receive voucher. Valid photo ID may be requested. Limited to one redemption per person throughout January. Each eligible person will receive two beers in total: one for themselves and one to share with a friend, with a choice of Madrí 0.0% (330ml bottle) or Madrí Excepcional 4.6% (full/half pint). Subject to availability. While stocks last. Promoter: Molson Coors Brewing Company (UK) Ltd.

** To claim a free Madrí Excepcional 0.0% or 4.6%, customers will need to follow the link, where they will be asked to verify they are over 18 and have a birthday in January. After clicking 'claim now', a voucher will be displayed, which must be screenshotted, brought to a participating BOXPARK venue and shown to the bar staff alongside valid ID to confirm 18+ and January birthday. Consumers will then receive two drinks: one for themselves and one to share with a friend. Choice of drinks are Madrí Excepcional 0.0% or Madrí Excepcional (4.6%).

About Madrí Excepcional 0.0%

Madrí Excepcional 0.0% was launched in April 2025, in response to the growing consumer demand for more no/low options. Since launch, Madrí Excepcional 0.0% has won two prestigious awards at the 2025 World Beer Awards; Bronze for Taste and Silver for Design. Using cutting-edge technology to remove alcohol, we have created a 0.0% liquid which retains the crisp, clean & refreshing flavour drinkers expect from Madrí Excepcional.

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life's moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company's history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling, and the UK's number one selling cask ale - Doom Bar.

Contact: Sam.Wardell@citypress.co.uk

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.