News Published on 10 Oct, 2009
Molson Coors to spend £10m on Cobra partnership
Filed by Shaun Weston
Molson Coors and Cobra Beer have launched the Cobra Beer Partnership, a joint venture established to build on the brand’s iconic status and realise the growth potential of ethnic food and beer dining.
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The drive is bolstered by a £10m marketing budget, committed to the Cobra Beer Partnership by Molson Coors, over the next three years.
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 2012 as consumers spend more time cooking at home, we must be able to offer a relevant and diverse portfolio for all food occasions.
“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 its brand evolution while also opening up significant opportunities for Molson Coors UK.”
Source: Molson Coors