This drive is bolstered by a £10 million marketing budget, committed to the Cobra Beer Partnership by Molson Coors, over the next three years.
Mark Hunter, CEO of Molson Coors, said: “Beer is a natural partner for a wide range of interesting food styles. The Cobra brand has a unique and iconic status and it’s excellent reputation with the ethnic restaurant sector and strong association with exotic spicy food is a key factor behind our investment. We have a wealth of experience with regards to this type of venture and an excellent track record of building brands across all markets.
“This dedicated business unit combines talented people from Molson Coors and Cobra and everyone is united in growing the Cobra brand globally. This is a new chapter and Cobra can move on to the next stage of its brand evolution, whilst also opening up significant opportunities for Molson Coors UK.”
Adrian Davey, recently MD Coors Off-trade, is appointed managing director and the Cobra Beer Partnership will be chaired by Cobra founder Lord Karan Bilimoria. The day to day running of the business will be managed by Molson Coors.
Cobra’s brewing facilities will move to Burton and Molson Coors will continue to brew Cobra to its original Indian recipe.