UK: Cobra Beer launches ad campaign with Bite

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Cobra Beer is looking to maintain double digit growth for its Cobra Bite brand with a new advertising campaign across major digital music channels.

Cobra Bite, a range of premium, flavoured lagers, will receive 400 20-second advert slots on music channels owned by Bauer, including 4Music, Magic TV and Kiss.

A Cobra spokesperson today (18 December) declined to disclose a fee for the deal, but the move is part of the group's GBP8.4m marketing spend for 2008. A four-week sampling has also begun at Rush hair salons in London.

Cobra founder Lord Bilimoria is currently seeking a buyer or partner for the business, which has brewing operations in India and sells to restaurants, retailers and bars in the UK.

Sales of Cobra Bite, which is largely targeted at 25-35-year-old women, have grown by more than 50% in the last quarter, following the launch of a Fresh Ginger variety in September, according to the group. 

A Cobra spokesperson said today that the sales process was ongoing. He declined to comment on reported interest from Vijay Mallya's United Breweries group.

Last week, a source close to Cobra told just-drinks that the firm was circulating a sales memorandum to potential buyers. This included a declaration that the firm would be willing to split its Indian and UK businesses.


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