Cobra Beer has launched a campaign to provide inspiration for consumers and help venues drive more linked food and drink sales.
The new campaign, called ‘Where There’s Spice There’s Cobra’, will see displays in venues highlighting a range of dishes that Cobra is a perfect accompaniment to, providing inspiration for those wanting to try something new.
It will focus on pan-Asian cuisines that are complemented by Cobra’s distinctive character and smoothness, including classic curries, Thai dishes and Asian-style spicy chicken wings.
The in-venue activations will be supported by social media activity, which will include food influencers visiting pan-Asian restaurants to look at some of the innovative food and beer pairings chefs are using.
Sales of Cobra in the on-trade are worth almost £50 million and it is currently available in around a quarter of the 28,000 licensed restaurants across the UK. It recently picked up a record-breaking 137th gold medal at the prestigious Monde Selection Awards, more than any other brand.
Mark Bentley, On-Trade Category Controller at Molson Coors Beverage Company, said: “More and more consumers are looking to pair beers with food in the same way they might do with wine. Cobra has long been a popular accompaniment to Asian foods and the ‘Where There’s Spice There’s Cobra’ campaign will emphasise how it can be used to complement and elevate the spices in these dishes.”
Lord Bilimoria CBE DL, founder and chairman of Cobra Beer, said: “Cobra was created specifically to be paired with spicy foods. It’s smooth and refreshing taste mean it works perfectly alongside a whole host of different dishes, from something delicate and subtly spiced to curries that pack a real punch.
“The campaign emphasises just how diverse Cobra is as a brand and will no doubt help our customers to build on its popularity to generate more sales.”
About Cobra Beer Partnership Ltd.
The Cobra Beer Partnership is a joint venture company that combines the brewing, selling and marketing expertise of the highly successful international brewer Molson Coors, with Cobra Beer’s iconic brand and strong presence in ethnic restaurants, off-trade and the on-trade. Formed in May 2009, the Cobra Beer Partnership is chaired by Cobra Beer’s founder, Lord Karan Bilimoria with the day to day operations managed by Molson Coors (UK).
Lord Karan Bilimoria founded Cobra Beer in 1989. He launched Cobra Beer when he realised that Britain deserved a better, smoother, less gassy lager. Not just smoother, but one which complemented food, and could appeal to both ale and lager drinkers alike. Originally imported from Bangalore, Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste. Only the finest natural ingredients are used including barley malt, rice, maize, wheat, and three varieties of hops. Cobra Beer is now the No. 1 selling beer in Indian restaurants in UK, and is also one of the strongest and best known brands in the world beer category in the UK. Cobra has been exported to over 40 countries around the world. The Cobra Beer portfolio is also one of the most highly awarded. In the Monde Selection, one of the most prestigious quality awards in the world for beer, Cobra Beer has been awarded a total of 121 Gold Medals since 2001.
About Molson Coors
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen, Rekorderlig and Three Fold, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.
Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors.
Press release from Molson Coors