It was a hit among discerning beer drinkers and earned founder Karan Bilimoria a peerage, but Cobra beer plunged into administration in 2009 leaving creditors £75 million out of pocket.
Now, three years after it was saved by Carling brewer Molson Coors, a marketing campaign aims to catapult Cobra into the top division of British beer brands.
On Thursday, Bilimoria and Adrian Davey, managing director of Cobra Beer Partnership – a joint venture between Molson Coors and Bilimoria – will launch a TV ad campaign, directed by Trevor Beattie’s agency Beattie McGuinness Bungay.
Bilimoria has pledged to invite unsecured creditors to share in the upside of the new venture.
Tags: administration, Advertising and Marketing, Brewing Industry, Cobra, Cobra Beer Partnership, Crisis Management, Karan Bilimoria, pubs industry
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