Cobra to go after Peroni's crown confirms Lord Bilimoria
He says the aim is to emulate the success of world beers like Peroni, by pushing Cobra out of the Indian Restaurant sector, where the beer enjoys 99% distribution.
Cobra has experienced a 70% increase in distribution via pubs in the last 12-months, as a result of a trial in some Liverpool pubs and Stonegate venues.
Bilimoria, still “fully involved” in the business he now jointly owns with Molson Coors since a “pre-pack” insolvency deal in 2009, says the strategy is to push the draught version of the beer but also confirmed there are new products in the pipeline.
He even hinted at a revival of the fruit flavoured Cobra Bite range.
“Cobra has been going from strength to strength and is up 23% in both volume and value in the first five months of this year,” he told the Morning Advertiser.
“Our Live Smooth campaign has been a huge success and now is the time to push for more growth, which will include a UK drive into pubs, and globally we are looking at new markets, such as Japan and Chile.”
Last month Bilimoria revealed he was committed to paying off £40m to the unsecured creditors who were left with nothing at the time of the deal with Molson Coors.
“It’s going way beyond what you’re obliged to do,” he said.
