El Alma
de Madrid
The soul of Madrid is in all of us. it's a movement. it's the life that happens in between the hands of a moving clock. It's how you 'movida' to the rhythm of life
The La Sagra brewery was founded by Carlos Garcia, a first-generation brewer born in Madrid. He founded the La Sagra brewery in 2011 in Toledo, close to Madrid, a unique area of Spain, historically a melting pot of 3 different cultures.
Having seen first-hand the fusion that Madrid and the surrounding area embodies, Carlos applies that ‘fusion’ philosophy to the beers he brews to create beers loved by all.
La Sagra doesn’t have hundreds of years of brewing history, nor a long family tradition in beer. What they have is a young, innovative brewery, that do things different and inspire others to do the same.
Madrí is the traditional way of pronouncing Madrid.
Madrid is the epicenter of Spain that all roads lead to. Its (cultural) heartbeat flows to all corners of the country and beyond. Madrid is famous for the passion of its people & this passion is embodied by the "Chulapos“, a group of people in Spanish society in the 19th century who were famous for their elaborate style of dress and cheeky attitude. Today, the term is used to refer to anybody from Madrid & this style & attitude lives on in modern day Madrid.
Madrí Excepcional embodies the philosophy of Carlos & the modern day Chulapos bringing the Soul of Madrid, or as we like to say “El Alma de Madrid” to bars & restaurants across the world.
Who is this guy?
He’s the ‘Chulapo’, who were part of Madrid’s society in the 19th century. They originated from a sense of pride for their neighbourhood where they were born and raised, famous for their vibrant and elaborate style of dress.
Today, they represent the people of modern Madrid, full of life and energy! It’s this progressive spirit of modern Madrid that inspired us to make Madri Excepcional.
That’s why we put him on the bottle, to capture this spirit and remind us to celebrate El Alma De Madrid – ‘The Soul of Madrid’.
¿Quién es este chico?
Es el 'Chulapo', que formaba parte de la sociedad madrileña del siglo XIX. Se originaron a partir de un sentido de orgullo por su vecindario donde nacieron y se criaron, famosos por su estilo de vestir vibrante y elaborado.
¡Hoy representan a la gente del Madrid moderno, lleno de vida y energía! Es este espíritu progresista del Madrid moderno lo que nos inspiró para hacer Madri Excepcional.
Por eso lo ponemos en la botella, para capturar este espíritu y recordarnos que celebremos El Alma De Madrid –'El Alma de Madrid'.