Brewer unleashes Mongoose to catch Cobra

By Matt Eley Matt

- Last updated on GMT

Related tags: Brand, Indian cuisine, Brewing

Brewer Wells & Young's is attempting to gatecrash the Indian beer party with the launch of a new permanent ale. The Bedford-based company has...

Brewer Wells & Young's is attempting to gatecrash the Indian beer party with the launch of a new permanent ale.

The Bedford-based company has teamed up with Indian restaurant wholesales Gandhi Wine Supplier for the launch of Mongoose Premium Beer.

And in a dig at Indian beer rivals Wells & Youngs claim the brew, which is made from a recipe developed 15 years ago, was more popular in blind tastings than either Cobra or Kingfisher.

According to Wells & Young's more than 50 per cent of drinkers chose Mongoose over Cobra (24 per cent) and Kingfisher (20 per cent).

Chris Lewis, marketing director for Wells & Young's, said: "There is no denying that the beer and the brand name Mongoose (the mongoose is one of a handful of creatures that has the cunning and agility to overcome a cobra,) is in part, a cheeky reminder to Cobra of our expertise in brewing Indian beer.

"However, we have identified that there is a genuine gap in the market for the original Indian recipe beer to challenge the dominance of the two established Indian beer brands, Kingfisher and Cobra.

"And we have the unique advantage that Wells & Young's own the rights to an original Indian beer recipe."

Mongoose will initially be sold in Indian restaurants in London and the South East in the brand's first year.

Related topics: Beer

Property of the week

The Hazeldene Hotel

- Tenancy

The Hazeldene Hotel is opposite the Famous Blacksmiths Shop in Gretna Green. With 11 letting rooms, it is in a prime location to offer fantastic...

Follow us

Pub Trade Guides

View more