Cobra Beer to double marketing spend

The owner of Cobra Beer plans to almost double marketing spend on the brand in 2011 after posting its first ever full year profit.


The Cobra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria, registered a pre-tax profit of £4.9m in 2010 on sales of £48m.

The venture was formed after Cobra went into administration in May 2009. Molson has a 50.1% stake and Bilimoria owns 49.9%.

Before administration, the brand had moved away from its Indian positioning in favour of pushing the brand in pubs and bars. The Partnership, however, has marketed the drink as one to be enjoyed with spicy food at home and in restaurants.

Adrian Davey, managing director of the Cobra Beer Partnership, says: “Up to this point, the Cobra Beer Partnership has been about stability and ensuring the long-term health of both the brand and the business.

“This past year we invested £3m in our marketing budget and plan on increasing this again in 2011 to £5m to ensure we continue to build the brand. 2011 marks a new chapter and we are very excited as Cobra moves on to the next stage of its brand evolution.”

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 3711 or email

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