The Cervecera Madrileña company will reopen the Cervezas La Virgen factory

Jane Anderson
Jane Anderson
Hombre llenando un vaso de cerveza de grifo

Last March the Madrid brand La Virgen Beers announced the cessation of its operations and the dismissal of its staff after being forced to close its factory, located in an industrial estate in Las Rozas, due to issues related to activity permits. Months later, the facilities will reopen their doors with the help of the company Independent Madrid Brewery.

The company, according to Alimarkethas acquired the Cervezas La Virgen factory and restaurant premises and seeks to continue the Cervezas La Virgen project. production of quality beer with Madrid origin. This is an initiative by Diego Rombola, entrepreneur and Founder of Cervecera Madrileña, and will include part of the factory’s former team of professionals.

As reported InfoRetail, The facilities will resume activity after adapting to the regulations in force and resolve the deficiencies that led to its closure by the City Council. The new license would allow Cervecera Madrileña to brew beer, conduct guided tours, provide training or carry out tastings. The space is also expected to have a store.

Cervera Madrileña intends to launch two new beer brands on the market, which will seek quality, made with traditional processes, respecting the environment and using carefully selected raw materials combined with water from Madrid. One of them will be Friendly Beerwhich will continue with the style of La Virgen; and another MAD 91inspired by the tradition and Madrid spirit of the 1950s. Both brands will initially be distributed in Madrid, with plans to also do so in the national and international market.

The company has shared some details of both brands through Instagram. Define Friendly Beer as “a beer for everyone, young, mischievous, everyday and with the same flavor as always“, already MAD 91 as “with a premium and vintage touch, inspired by tradition”. “Our goal is to be much more than two beer brands, we want to create experiences to make our customers want to return to our stores and always choose us.“, they point out.

We want to build a solid company that is capable of being synonymous with quality in all the products we develop. We cannot and do not want to compete with the large beer companies that lead the market.“, commented Rombola. “We are going to focus on those consumers who want unique products, who want to differentiate themselves by looking for aromas and flavors that make the experience of drinking a beer an extraordinary moment.”.

La Virgen Beers It was launched in 2011 by Jaime Riesgo, co-founder with his father Ángel Riesgo, and by César Pascual, and Ana Coello. In 2017, it became part of the ABInBev brewing group, which also manages the Corona and Budweiser brands. The brand achieved significant notoriety in the Madrid market, but the results were not consistent.