Asian beer brand Cobra is developing an alcohol-free version in a bid to appeal to health-conscious and Muslim customers and escape an advertising ban in India, where it will be launched early next year.
The Grocer has learnt the beer is in the final stages of production at the Browar Belgia brewery in Poland, which began producing under contract for Cobra nearly a year ago.
The beer will stick as closely as possible to the Cobra formula, originally developed by founder Karan Bilimoria as a less gassy, smoother lager to accompany spicy food, and is poised to be tested on the UK
market within the next few months.
Competing against market-leader Kaliber and Beck’s alcohol-free, it is hoped the beer will appeal to drivers, non-
drinkers and Muslim customers in Indian restaurants, where the brand achieves nearly total penetration. The £60.2m annual turnover brand has listings in more than 6,000 UK outlets and grew by more than 40% in supermarkets this year.
Christopher Edgcumbe-Rendle, Cobra business development manager, said: “One thing you can be sure of, when this product hits the market it will be the best alcohol-free beer around. It will also give us a way of being able to brand and promote the Cobra name in India, where there’s an alcohol advertising ban.”
Cobra will be contract-brewed and sold in India as part of the company’s global expansion plans, which has seen it launch in 36 countries.
Eventually, the company hopes to own its own brewery in India.
Claire Hu
The Grocer has learnt the beer is in the final stages of production at the Browar Belgia brewery in Poland, which began producing under contract for Cobra nearly a year ago.
The beer will stick as closely as possible to the Cobra formula, originally developed by founder Karan Bilimoria as a less gassy, smoother lager to accompany spicy food, and is poised to be tested on the UK
market within the next few months.
Competing against market-leader Kaliber and Beck’s alcohol-free, it is hoped the beer will appeal to drivers, non-
drinkers and Muslim customers in Indian restaurants, where the brand achieves nearly total penetration. The £60.2m annual turnover brand has listings in more than 6,000 UK outlets and grew by more than 40% in supermarkets this year.
Christopher Edgcumbe-Rendle, Cobra business development manager, said: “One thing you can be sure of, when this product hits the market it will be the best alcohol-free beer around. It will also give us a way of being able to brand and promote the Cobra name in India, where there’s an alcohol advertising ban.”
Cobra will be contract-brewed and sold in India as part of the company’s global expansion plans, which has seen it launch in 36 countries.
Eventually, the company hopes to own its own brewery in India.
Claire Hu
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