Cobra launches fruit-flavoured lagers

Cobra Bite is breaking new ground in the beer industry and establishing a completely new category of ‘fruit-flavoured premium lagers’. These are the only lagers in the UK market with 100% natural fruit extracts added after brewing, making them less challenging than traditional Belgian fruit beers and a refreshing and highly drinkable alternative to recent lagers brewed with citrus hops.

Like all Cobra beers, they are brewed using the finest possible ingredients – in this case a unique blend of barley malt and yeast with rice and hops making them extra smooth and highly drinkable. After brewing, 100% natural fruit extracts are added to the beer before filtering. Each one has its own distinctive fruit flavour but all share the same zesty and refreshing characteristics. They are packaged in dark bottles with exotic, Asian-influenced imagery adorning the labels. The beers have an ABV of 4.3% and will be available in the off-trade in single flavour 4 x 250ml packs, with a recommended sale price (RSP) of £3.74.

The launch of Cobra Bite will be supported by significant below-the-line (BTL) activity including in-store promotions in Tesco. Cobra Bite along with Cobra’s Premium, Lower Cal and King Cobra products will be part of a 20% off promotion, which will run from launch until 20th June. Thereafter Cobra has secured a gondola end in Tesco stores for a second, buy two for £5.00 promotion running into July. In addition, Cobra Bite will be sponsoring the new collection launch party for women’s high street retailer, Warehouse and the 500th issue anniversary party for women’s consumer magazine, More. Cobra Bite will also be featured along with Cobra’s other products in their all-new idents either side of commercial breaks during Cobra’s £1.2m sponsorship of ITV2, ITV3 and ITV4 movies.

Zoe Smith, Marketing Manager of Cobra Beer says: “We’re excited about Cobra Bite as we feel it will offer consumers something truly different to anything currently on the market in that they are highly drinkable, premium quality fruit-flavoured lagers. We anticipate the range will prove particularly popul