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Cobra

Cobra Beer unveils new glasswear designed by Echo

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By Ishbel Macleod, PR and social media consultant

January 4, 2012 | 2 min read

Cobra Beer is today launching new glasswear, available in pint and half-pint versions, which aims to embody the key characteristics of the brand.

Designed by Echo, the new glassware features ridges which reduce the surface area where the hand holds the glass, helping keep Cobra cooler for longer.

Using the branding from Cobra’s recent redesign, it aims to emphasise both Cobra’s premium positioning and world beer credentials, whilst still retaining its Indian heritage.

Nigel Ritchie, creative director at Echo, said: “The glassware was designed to be equally at home in a bar or on a restaurant table. The distinguishing contour lines make the new Cobra glassware dramatically different to everything else in the market. It is such a well known brand and the new look will see Cobra Beer remain a firm favourite in both the on and off- trade.”

Research found that both existing Cobra customers and World Beer drinkers generally perceived the new look to be more premium, stylish and modern and said they were more likely to purchase Cobra as a result.

Lord Karan Bilimoria, founder and chairman of Cobra Beer said: “It is an exciting time for Cobra as we present restaurateurs, publicans and customers with a new look that complements the sophistication of their outlets and their own personal style.

“Our journey to lead the Molson Coors World Beer Category, and become a top ten brand in the UK, has only just begun. Cobra has long been a unique and iconic brand and this new glassware is fitting of Cobra’s status as a modern and award winning beer.”

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