Cobra Beer have launched a comprehensive new brand identity, including all its product packaging, glassware and dispensers across the UK.
The new visual brand identity is part of a £1.2m investment into the re-alignment of the brand and will include bottles embossed with designs inspired by Cobra Beer’s unique brewing process and complex recipe.
The new branding reflects the brand’s journey from humble beginnings into a household name. Cobra Beer was originally brewed in Bangalore, India, and imported and distributed to restaurants in the UK by its founder, Lord Bilimoria.
Lord Bilimoria said: “Long before the revival of British real ales and the rise of craft beer, I wanted to create a lager that was less gassy than most and more drinkable than most real ales – a beer with the smoothness of an ale and the refreshment of a lager – in other words, a beer that could accompany all kinds of food.
“This is the first full rebrand of Cobra Beer, after 15 years, during which time Cobra Beer has grown at an enormous pace, becoming a joint venture with Molson Coors, one of the largest brewers in the world 10 years ago. Cobra Beer is now stocked in pubs and restaurants of all kinds, including Indian, Chinese, Vietnamese, Thai, Turkish and Lebanese restaurants.”
Jo McCarthy, marketing manager for Cobra Beer, added: “Cobra Beer will invest £2m in social and digital marketing, PR and events in 2019 to reach a new market of gastropub diners and food lovers looking for a beer that accompanies new flavours and experimental fusions from around the world.
“Consumers have a fast-growing appetite for vegan-friendly and free-from products, and the new visual brand identity reflects the great steps Cobra Beer has made to become the beer of choice for a huge range of new food lovers and develop innovative new products like our gluten-free beer.”