Cobra Beer targets Punjab as key market for premium beer

Chandigarh, Feb 6 (UNI) Super premium Cobra Beer, manufactured and bottled in India, was launched here today.

Cobra Indian Beer Pvt Ltd is targeting the city as a key market and would be making substantial investments in marketing the brand in the region.

Since the launch of Indian-made Cobra beer last year, the company has expanded the presence of its product in Kolkata, New Delhi, Rajasthan, Bangalore, Mumbai, Goa, Pondicherry, Daman, Hyderabad, Nagpur and Pune.

''Punjab and Haryana have come up as markets with huge potential.

Sale of beer in Punjab has gone up by 527 per cent while in Haryana it has taken a jump of 209 per cent after the new excise policy came into effect in April last year. The new liquor policy of Punjab Government, which brought about a change from auction to license system, has clearly affected the beer consumption in the state increasing it by about 30 per cent taking the numbers to about 1.4 crore bottles,'' Founder and Chief Executive of Cobra Beer Karan Bilimoria said.

''I am delighted to announce that Punjab's beer lovers will now be able to enjoy Cobra Beer brewed in India. I am pleased to say that we have worked out a foothold for ourseveles in the Indian market and we shall now seek a more agressive presence in Chandigarh'', Mr Bilimoria added.

Cobra Beer is brewed to an authentic Indian recipe using only the finest natural intgredients. With its unique blend of barely malt, maize and rice, the beer is extra smooth and less gassy whilst retaining premium strength of just under five per cent, he said.

UNI