What Happened?
Shares of beer company Molson Coors (NYSE:TAP) jumped 3.6% in the afternoon session after the company announced its Madrí Excepcional brand surpassed £1 billion in annual sales as the brand celebrated its fifth anniversary.
The European-style lager, launched in October 2020 in partnership with La Sagra brewery, has become one of the most successful beer introductions in the last decade and is now the UK's second-largest world lager brand. The significant sales milestone was driven by strong performance across different channels. In pubs and restaurants, annual sales exceeded £880 million, marking a 5.4% year-on-year growth in 2025. In retail stores, sales approached £140 million, representing a 12% year-on-year growth. The brand's success also included the rollout of an alcohol-free version, Madrí Excepcional 0.0%, which generated over £1.5 million in revenue in its first six months.
The shares closed the day at $46.63, up 3.3% from previous close.
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What Is The Market Telling Us
Molson Coors’s shares are not very volatile and have only had 3 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful, although it might not be something that would fundamentally change its perception of the business.
The biggest move we wrote about over the last year was 4 months ago when the stock gained 5% on the news that the company reported second-quarter earnings and revenue that surpassed Wall Street expectations. The beer maker posted adjusted earnings of $2.05 per share, which topped the average analyst estimate of $1.83. Revenue also exceeded forecasts, coming in at $3.2 billion. However, this figure marked a 1.6% decrease from the prior year. Despite the quarterly beat, Molson Coors cut its full-year earnings outlook, citing economic pressures and aluminum tariffs. The positive market reaction indicated investors weighed the strong quarterly results more heavily than the cautious guidance for the future.
Molson Coors is down 18.5% since the beginning of the year, and at $46.63 per share, it is trading 25.9% below its 52-week high of $62.91 from March 2025. Investors who bought $1,000 worth of Molson Coors’s shares 5 years ago would now be looking at an investment worth $972.88.
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