The launch forms part of Madrí Excepcional’s summer campaign and builds on its recent strong performance, having established itself in the top five world lagers for the ‘off trade’ in the UK over the past twelve weeks, the company says.
Consumers can access the ‘Conectada’ platform by scanning QR codes on every bottle can and multipack of Madrí Excepcional, which will be rolling out from the end of June. The QR codes will also be visible across public events, social media and out-of-home (OOH) advertising over the summer, according to the company.