Molson Coors is launching a reformulated Cobra Zero with an improved flavour that is claimed to match the taste of the original Cobra lager in a new can format that aims to bring Cobra’s visual brand identity to life.
Cobra Zero will launch in 330ml cans across retail later this month. It represents the company’s continued push to tap into the growing demand for both low-and-no-alcohol options and world beers, with one in five young adults now teetotal and under-25s less likely to drink alcohol than any other generation.
The brewing team at Cobra has been working hard to perfect its brewing process to deliver the taste the brand is known for, while achieving 0.0% alcohol, which is said to be more difficult to brew than 0.5%. As a result, the new Cobra Zero recipe “maintains the flavour profile with the hoppy aroma and smooth finish of the original award-winning Cobra beer”.
The new 330ml cans will share the same design that rolled out across the entire Cobra range in the summer, with graffiti style motifs which aim to appeal to a generation of urban foodies that are open to trying new cuisines, and a nod to its heritage as an accompaniment to Asian food.
The launch will be supported by a marketing campaign kicking off in October, including digital advertising, paid social media activity and point-of-sale (POS) materials to create theatre in-store.
Flick Jones, Senior Brand Manager – Cobra at Molson Coors Beverage Company, said: “The number of alcohol-free occasions continues to increase, as does the Asian lager market in the UK, so it’s the perfect time for us to launch our new and improved Cobra Zero recipe, available in can format for the first time.
“We know consumers want zero alcohol lagers to still truly deliver on flavour, the new Cobra Zero does just that, offering the same smooth taste of our award-winning Cobra beer but with no alcohol.
Lord Karan Bilimoria, founder of Cobra Beer, added: “Cobra continues to go from strength to strength, as the biggest Asian beer brand in the off trade by sales volume. We’re confident that the new and improved Cobra Zero recipe and impactful can design will be a hit with consumers and help retailers drive more sales.”
