£10m campaign to boost Cobra's food credentials

The Cobra beer brand is getting a makeover in a drive to take it from its Indian Restautant roots and promote it as an accompaniment to a wide range of spicy and ethnic dishes.

Molson Coors, which went into partnership with Cobra Beer earlier this year to rescue the business from administration, is backing the newly-formed Cobra Beer Partnership with a £10 million marketing budget over the next three years.

Mark Hunter, CEO of Molson Coors, said: "The number of on-trade outlets leading with food offers will surpass wet-led outlets by 2018.

"Beer is a natural partner for a wide range of interesting food styles. The Cobra brand has a unique and iconic status and its excellent reputation with the ethnic restaurant sector and strong association with exotic spicy food is a key factor behind our investment."

With over 9,500 Indian restaurants in the UK, the ethnic restaurant sector will remain at the heart of the Cobra Beer Partnership's strategy.

However, with food occasions representing a major growth opportunity for beer in both the on and off-trade, the company believes Cobra's gastronomic credentials represents an opportunity to grow sales without compromising existing Molson Coors' brands.

Cobra sits alongside other speciality beers in the portfolio with strong food links, such as Kasteel Cru, Dos Equis, Blue Moon, Singha and Grolsch Weizen.

Adrian Davey, recently MD Coors Off-trade, has become managing director of the Cobra Beer Partnership, which is chaired by Cobra founder Lord Karan Bilimoria. The day-to-day running of the business will be managed by Molson Coors. Cobra's brewing will move to Burton.