E-Malt.com News article: United Kingdom: Cobra Beer to launch a promotion timed to National Curry Week

The Cobra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria, has unveiled details of its first major push for the recently relaunched Cobra Beer as well as announcing the appointment of BMB to handle advertising, The Marketing Week posted on November, 10.

The Cobra Beer Partnership will launch press, digital, radio and off-trade promotional activity to support its sponsorship of National Curry Week at the end of November.

The new owners, who took the brand on after Cobra fell into administration in May, are looking to push the brand’s Indian heritage and build on its existing strength in restaurants as well as linking it with at-home food rituals, such as “curry nights”.

The beer’s previous owners had been trying to move away from its Indian positioning in favour of pushing the brand in pubs and bars.

Molson Coors has a 50.1% stake in the Cobra Beer Partnership, while Lord Bilimoria has a 49.9% interest.



13 November, 2009