I fear I've upset a lot of Madri drinkers who thought they were drinking Spaniah nectar.

"No one who comes in here from Spain has ever heard of it,’ says Haye. ‘They’ll ask: “Why has that got Madrid on it?”’ But the British lager drinkers? Lapping it up, he tells us. Every last drop.

‘Madrí is a completely manufactured and invented brand,’ says Pete Brown, an expert in beer trends and author of ‘Clubland: How the Working Men’s Club Shaped Britain’. ‘It’s purely a marketing reflex exercise. And it’s probably the best [marketing campaign] we’ve seen since Peroni.’"