- Mestiza returns as the face of Madrí Excepcional's "El Alma de Madrid" summer push, this time backed by a £5 million budget, nearly double last year's £2.9M campaign.
- The campaign reaches over 22 million consumers via video-on-demand and digital from May, followed by TV and out-of-home advertising in June, plus a gift-with-purchase mechanic rolling out across grocery, convenience and wholesale in July.
- The partnership lands at Mestiza's biggest career moment yet: a Coachella debut, their second album Spanish Chica, and a historic 19-date Hï Ibiza residency kicking off May 31.
- Madrí Excepcional has become a £1 billion brand with UK retail sales approaching £140 million, up 8% year on year.
Molson Coors’ Spanish-style lager Madrí Excepcional has announced a £5 million summer marketing campaign, marking the return of its advert featuring Spanish DJ duo Mestiza and celebrating “El Alma de Madrid” — “The Soul of Madrid.”
The TV spot, shot on location in Madrid, features a high-energy rooftop DJ set blending traditional flamenco with electronic music.
This marks Mestiza’s second consecutive year fronting the brand’s flagship campaign, their first collaboration launched in July 2025 at a £2.9 million spend, with Madrí Excepcional citing the duo’s fusion of traditional and contemporary sound as “a natural partnership.”
The campaign rolls out in phases: video-on-demand, social and digital go live from May, with TV and out-of-home following in June. A new gift-with-purchase mechanic, offering a branded snack tray with participating packs, lands across grocery, convenience and selected wholesale accounts from July.
Much like KSHMR’s hardware partnership with OneOdio and Yuvie’s collaboration with Stone Island, this deal demonstrates how brands are increasingly choosing artists whose cultural identity is the campaign concept.
For Mestiza, the timing is significant. The duo released their second studio album Spanish Chica on April 10 and made their Coachella debut shortly after as the only female Spanish artists on the 2026 lineup.
From May 31 through October 4, they take over Sundays at Hï Ibiza’s Theatre space for 19 dates, becoming the first female artists to lead a summer-long residency at the world’s number one club.
Beyond Madrí Excepcional, no additional standalone brand endorsements for Mestiza are currently on record, making this campaign their most prominent commercial partnership to date.
As for the brand’s history with other celebrity talent, Madrí Excepcional’s debut TV campaign in July 2022, “Door Roja,” created by Havas London with a £3.5 million budget, celebrated Madrid’s culture through vibrant imagery but did not feature a named artist. Mestiza became the first celebrity face of the brand in 2025, and are now its returning ambassador.
The brand has grown into a £1 billion name with UK retail sales now worth almost £140 million and growing 8% year on year.
Takeaways
Madrí Excepcional doubling down on Mestiza, and nearly doubling the budget, signals this isn’t just a clever ad; it’s a long-term identity play. The brand is tying its cultural narrative directly to one of the most exciting duos in electronic music right now, and that bet is paying off.
Mestiza bring more than aesthetics, they bring credibility. The duo’s flamenco-meets-techno sound is not a stunt; it’s a genuine cultural fusion that mirrors exactly what Madrí claims to stand for.
As the brand faces ongoing authenticity criticism, being brewed in the UK while projecting Spanish soul, aligning with an artist duo that actually embodies Madrid’s spirit is a smart counter-narrative.
At the same time, Mestiza entering a major summer of festival dominance and a new album cycle makes this partnership land at maximum cultural volume.
Can a brand brewed in the UK convincingly sell “the soul of Madrid” through artist partnerships alone? Is Mestiza’s return as Madrí Excepcional’s face a sign of a longer exclusive deal in the making?
