Cobra Beer has launched a campaign to provide inspiration for consumers and help stores drive more linked food and drink sales.

The new campaign, called ‘Where There’s Spice There’s Cobra’, will see displays in stores 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-store activations will be supported by social media activity, which will include food influencers providing at-home recipe inspiration for consumers.

Sales of Cobra in the off-trade are worth more than £26 million in the off-trade and recently picked up a record-breaking 137th gold medal at the prestigious Monde Selection Awards, more than any other brand in the history of the awards.

Kevin Fawell, Off-Trade Sales Director at Molson Coors Beverage Company said: “At-home mealtime occasions are a big opportunity to grow sales, and the ‘Where There’s Spice There’s Cobra’ campaign is an ideal way to help retailers tap into this. Cobra has always been a popular choice to enjoy with a host of different Asian dishes and the campaign will help consumers explore new recipes and combinations, partnered by a brand they know and love.”

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.”

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