The brewery's initiative aims to strengthen its connection with Madrid through one of the most emblematic celebrations in the local calendar. The special edition bottle, now available in bars and restaurants, showcases a design that highlights the carnation as a central element, alongside the word "Madrid" and the brand's distinctive five stars. An illustrator was commissioned for the graphic reinterpretation.
This campaign's rollout extends to over 1,000 hospitality venues across the Community of Madrid. The brand has begun installing traditional street fair-inspired ambiance in bars and restaurants, using vinyls, floral decorations, furniture, and terraces that recreate the characteristic atmosphere of San Isidro, with the carnation serving as the unifying theme of the entire proposal.
“"The commitment is not limited to the product, but extends to the urban space and the hospitality channel, where the brand concentrates much of its visibility during these weeks."
The brewery has focused its efforts on neighborhoods with a strong hospitality presence, such as Las Letras, La Latina, Lavapiés, Malasaña, and Pirámides. In these areas, known for their leisure and dining options, the brand integrates its commercial activation during the weeks leading up to the patron saint's festivities.
The campaign schedule will intensify during May. The brand has announced its presence in strategic locations and gastronomic spaces, including markets and pop-ups, as well as actions at key events such as Matadero, the Mercado de Motores, and the Retiro Gastronomic Route, scheduled between April 30 and May 17. To facilitate participation, an interactive map will be made available to the public, detailing participating venues and planned events, and exclusive city-themed prizes will be raffled.
