Cobra Beer targets at-home curry eaters

The new owners of Cobra Beer are looking to position the brand as the beer to drink with spicy food at home as well as in restaurants.   

The Cobra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria, says £10m will be invested in marketing the brand over the next three years to tap into the “potential of ethnic food and beer dining”.

Kevin Wallace, brand director of Cobra Beer Partnership, says it will look to push the brand’s Indian heritage and build on its existing strength in restaurants as well as linking it with at-home food rituals, such as “curry nights”.

To this end, Wallace says the Partnership is exploring several marketing options including partnerships with supermarkets and food brands. It is also sponsoring National Curry Week in November.

He adds previous plans to move away from its Indian positioning in favour of pushing the brand in pubs and bars have been shelved in favour of “celebrating” its dominance in Indian restaurants.

In other new developments, brand variant Cobra Light is being axed, while the female-targeted Bite range is being reviewed.  

King Cobra and Cobra 0% will be retained.

Wallace, a former Carling brand director, will lead marketing for the brand working with two brand managers.

The Cobra Beer Partnership was formed after Cobra went into administration in May. The brand was then bought by Molson, which has a 50.1% stake and Bilimoria, who owns 49.9%.   

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here