Cobra, the iconic beer famous as an accompaniment to Indian cuisine in over 30 countries world-wide, has hit the market in a can for the first time in its 15-year history in a tie-up with Virgin Atlantic.
Virgin will be carrying 330ml Cobra cans on all its flights between London and Delhi, with the canned beer reaching retail shelves within months. Cobra has, until now, only been available in bottles.
The launch follows a high profile repackaging initiative last July which saw distinctive new bottles appear featuring colourful labels and six intricately embossed icons around the body telling the story of how Cobra first came to market. The three-piece aluminium cans share the bottles’ distinctive yellow and gold colouring and feature similar icons.
The cans, brewed and filled at Palm Brewery’s Browar Belgia plant in Kielce, Poland, are expected in UK outlets by late Spring. Both container sizes are being produced in Poland by Canpak SA and Ball Packaging.