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UK: Cobra Beer gives Bite range extra... bite

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Cobra Beer has launched an additional variant for its Cobra Bite range in the UK, aimed squarely at females in the country.

The privately-owned company, created by current chairman Lord Karan Bilimoria, said late last week that Cobra Beer with Fresh Ginger will roll out exclusively in 400 Tesco stores nationwide, and will be backed by online advertising on women's websites.

"The flavour subtly infuses the authentic taste of fresh ginger with the trademark smoothness of Cobra Beer and we're sure it'll prove a popular addition with our female consumers," said Will Ghali, Cobra's marketing director.

The addition coincides with a redesign of Cobra's entire portfolio, as a result of a review undertaken to give Cobra's products "a more stylish, contemporary, appearance and to increase its shelf standout", the company said.

The Bite range, which has an abv of 4.1%, was originally launched in the UK in May last year. The range includes Cobra Bite with Sweet Lime, Blood Orange and Lemongrass, and is aimed at female drinkers between 25 and 35 years of age.

Last month, after reports suggested that Cobra was in talks with several interested parties to acquire a stake in the company, Diageo was moved to publicly state that it had had discussions with Cobra, but that "negotiations have now ended".


Sectors: Beer & cider

Companies: Cobra Beer, Diageo

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