Madrí Excepcional, the beer brand from Molson Coors, has launched a competition to feature a new lookalike on the beer’s branding.

The search follows research commissioned by Madrí Excepcional which finds that almost two-thirds of Brits (65%) would consider taking a career break in return for the opportunity to try their dream job.

Despite being brewed in the UK Madrí Excepcional, which is positioned as a Spanish lager, has enjoyed ongoing growth, especially in the off-trade. The company said the brand is now worth £133m in that sector while it’s no-alcohol offering, Madrí Excepcional 0.0% has generated more than £2 million in retail sales in under a year.

The campaign centres on “the iconic Chulapo character” that features on every bottle, pint and can – known by many consumers as the “Madrí Man” – which is based, the company said, on the likeness of the brand’s co-founder, Carlos Garcia.

According to Molson Coors, the beer’s character Carlos is taking a “summer break” so one consumer will be chosen to take part in the “Sab-beer-tical” and become the new face of Madrí Excepcional, enjoying a prize package worth more than £5,000 while representing the brand throughout the campaign.

Consumers can take part the new campaign by following @MadriExcepcional on Instagram and submitting an original image, video or Reel showing their passion for the brand, using the hashtag #MadriMan.

The winner will receive an all-expenses-paid trip to Madrid, a year’s supply of Madrí Excepcional and Madrí Excepcional 0.0%, professional pouring training, a WSET Level 1 in Beer qualification, and a limited-edition run of personalised bottles featuring their likeness.

Ruth Irving, marketing controller for Madrí Excepcional at Molson Coors, said: “We’re continuing to invest in building Madrí Excepcional in ways that create genuine excitement among consumers. This campaign brings the personality and heritage of the brand to life beyond the shelf, helping to build awareness and keep Madrí Excepcional front of mind with shoppers.

“For retailers, that continued investment and consumer buzz provides another reason to champion Madrí Excepcional and capitalise on demand for premium world lager.”