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Molson Coors and Cobra Beer recently officially launched the Cobra
Beer Partnership, a joint venture established to build upon the
brand's iconic status and realise the true growth potential of ethnic
food and beer dining. This drive is bolstered by a £10 million
marketing budget, committed to the Cobra Beer Partnership by
Molson Coors over the next three years.
With ethnic food sales expected to rise to £1.6 billion by 2013,
the burgeoning popularity of ethnic cuisine in the UK brings with it
huge potential for the Cobra Beer Partnership. The dedicated business
unit, which follows a deal struck in May this year, has been set up
to champion the Cobra brand and encourage improved business performance.
Mark Hunter, CEO of Molson Coors said: "The number of on-trade
outlets leading with food offers will surpass those wet-led outlets
by 2018 and with the off-trade set to overtake the on trade by 2011
as consumers spend more time cooking at home we must be able to offer
a relevant and diverse portfolio for all food occasions.
"Beer is a natural partner for a wide range of interesting food
styles. The Cobra brand has a unique and iconic status and its
excellent reputation with the ethnic restaurant sector and strong
association with exotic spicy food is a key factor behind our
investment. We have a wealth of experience with regards to this type
of venture and an excellent track record of building brands across
all markets.
"This dedicated business unit combines talented people from
Molson Coors and Cobra and everyone is united in growing the Cobra
brand globally. This is a new chapter and Cobra can move on to the
next stage of ots brand evolution, whilst also opening up significant
opportunities for Molson Coors UK."
Molson Coors (UK) has over 2000 employees in the UK and has a 20%
market share of the UK beer market. Their portfolio includes Carling,
Coors Light, Grolsch, Worthington's, Caffrey's, Sol, Cobra, Singha
and a range of speciality beers.
One of Cobra Beer Partnership's first marketing exercises was to
sponsor the Brick Lane Curry Festival 2009 and they have been
confirmed as headline sponsor for National Curry Week 2009 (22nd -
28th November).
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