A Spanish brewing boss has accused British brewers of “dishonesty” over the sale of lagers billed as “the soul of Madrid” that are actually made in the UK.
The president of Estrella Galicia, Aitor de Artaza, stated that the “lack of transparency” among British brewers is causing confusion among customers.
It comes after companies such as Madrí Exceptional, which bills itself as “the soul of Madrid”, has become increasingly popular in the UK.
This is despite the fact that Molson Coors, owner of Doom Bar and Carling, brews it at the Tower Brewery in Tadcaster, Yorkshire.
‘There is a lack of transparency because they use a big famous city in Spain, but they don’t produce here. This is confusing for the consumer,” said Mr. Artaza to the Telegraph.
Madrí Exceptional is promoted as a Spanish beer, but it is actually brewed in Yorkshire (file image)
Aitor de Artaza (pictured) accused British brewers of “dishonesty” for selling beers that look Spanish
‘They (Madrí) did a very good job in terms of marketing, that’s for sure. But it’s a bit complicated because people think they’re drinking a Spanish beer and they’re not. They are not very clear and, in my view, they are not very honest.’
Sales of Madrí have reportedly soared since its launch, with Molson Coors revealing supermarket purchases have surpassed £100m.
This comes after it was revealed that seven in ten alcoholic drinks sold in UK pubs, bars and restaurants are short measures, according to a survey by watchdogs.
The Chartered Trading Standards Institute said its members carried out 137 test purchases of beer and wine across the country. About 96 (slightly more than 70 percent of the total) were shorter than the total measurement.
The findings come at a time when the price of alcoholic beverages is at an all-time high. According to the Office for National Statistics, the average price of a bottle of red wine has increased by 8 per cent in the last year, while the typical cost of a pint of beer has increased by 5.6 per cent.
The shortest measure was a 15 per cent shortfall found on a 175ml glass of wine in Walsall, with the drink costing £3.20.
The company that owns Madri, Molson Coors, has reported that supermarket purchases have exceeded 100 million pounds
The next biggest shortfalls were a 13.4% shortfall found in Belfast, on a glass of wine that cost £7.20, and the third biggest shortfall was a 12% shortfall found on a 175ml wine glass purchased in Havering, which cost £5.75.
Estrella Galicia has been brewing beer in the Spanish region of Galicia for over a century.
In addition to Madri, international beers such as Birra Moretti, Corona and Cruzcampo are brewed in the United Kingdom.
MailOnline has contacted Madri for comment.