Brand Story

La Sagra brewery was founded by Carlos Garcia, a first-generation brewer born in Madrid. He founded La Sagra brewery in 2011 in Toledo, close to Madrid, a unique area of Spain. Madrí Excepcional embodies the philosophy of Carlos & the modern day "Chulapos“ or "Chulapas" bringing "The Soul of Madrid", or as we like to say “El Alma de Madrid” to bars & restaurants across the world to become full of life and energy.

Who is the "Chulapo"?

Madrid is famous for the passion of its people & this passion is embodied by the "Chulapos“ or "Chulapas", a group of people in Spanish society in the 19th century who were famous for their elaborate style of dress, cheeky attitude, social spontaneity and progressive mindset. Today, the term can be used to refer to anybody from Madrid & this style & attitude lives on in modern day Madrid.

What is "El Alma de Madrid"?

THE SOUL OF MADRID IS IN ALL OF US. IT'S A MOVEMENT.

Madrid is the urban epicentre of Spain that all roads lead to. Its heartbeat flows through the streets to form a culture like no other. A street culture embedded in street art, street food and street sounds!

HOW TO CREATE THE BEST #madrimoments?

1. Embrace and capture "El Alma de Madrid" in your content
2. Make sure you have acheived the perfect serve of Madrí Excepcional
3. Check your camera angles for a front-facing brand logo
4. Check your environment and capture any branded POS in the content
5. Bartender basics: a full or half pint of beer with the correct amount of head