Madrí is the traditional way of pronouncing Madrid. Madrid is famous for the passion of its people and this passion is embodied by the “Chulapos”, a group of people in Spanish society in the 19th century who were famous for their elaborate style of dress and cheeky attitude. Today, the term is used to refer to anybody from Madrid and this style and attitude lives on in modern day Madrid. So if you were wondering who that chap was on our bottles and cans - now you know! ¡Salud!