Wells & Young's takes on Cobra in Indian sector

Wells & Youngs is aiming to take on Cobra with the launch of a new beer aimed at Indian restaurants.

Mongoose Premium Indian Beer is a high quality lager, brewed to an original Indian recipe, which Wells and Young's developed over fifteen years ago.

Wells & Young's is working in conjunction with Gandhi Wine Suppliers under the Mongoose Brewing Company banner. Together the new company will brew, market, sell and distribute the beer.

The name was chosen because it is one of the animals capable of outsmarting a cobra.

"There is no denying that the beer and the brand name Mongoose is in part, a cheeky reminder to Cobra of our expertise in brewing Indian beer," said Chris Lewis, marketing director for Wells and Young's.

"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 and Young's own the rights to an original Indian beer recipe."

Steve Mody, spokesman for Mongoose beer, added: "We will initially seed Mongoose into the Indian restaurant market — firstly in the South East with a focus on London and surrounding counties.

"This is where we will test and build awareness of the brand. We know that once consumers taste the product, and once Indian restaurants understand the importance of the original recipe beer, they will embrace Mongoose."

Wells & Youngs brewed Cobra under contract since 1997 but ceased to do so last year over several unpaid bills. It was left out of pocket to the tune of £1.9m when Cobra went into administration.

Cobra was immediately bought out of administration by founder Lord Karan Bilimoria and Molson Coors as part of a joint venture.