Following the success of the Birradamare strategic workshop, Molson Coors asked Elephants Can’t Jump to use the same process to create a clear strategic framework to take Madrid based craft beer brand, La Sagra to market in Spain.


The Elephants designed and facilitated a three-day workshop involving a multifunctional team from Molson Coors and the La Sagra brewery, including the founder and master brewer.

Drawing on insights gathered in consumer research groups regarding the Spanish consumer’s attitudes towards craft beer, and using a variety of creative techniques, we built a distinct go-to-market strategy around the creative positioning ‘Masters of Fusion’.

This positioning was inspired by the brewery’s collaboration with brewing experts from all over the World, and the La Sagra region’s rich multicultural heritage.


The new positioning and fresh identity for La Sagra was launched in February 2020. Watch this space!

Client Testimonial

“Having recently joined Molson Coors as Head of Marketing West Europe one of my main objectives was the re-branding and re-positioning of some of the local brands of Spanish and Italian markets. A big job around consumer understanding and transforming this data into a compelling story…Elephants were the ideal partner for this journey.

The Elephants always showed professionalism, dedication, passion and availability towards the project until its completion. They are a great group of professionals who are always willing to listen, challenge and deliver!”

Nuno Maia, Head of Marketing West Europe, Molson Coors, Feb 2020.