Molson Coors has revamped and repackaged its alcohol-free Cobra Zero variant.
The new Cobra Zero will launch in 330ml cans later this month. An rsp for the line was not made immediately available.
Molson Coors said the beer maintained “the delicate flavour profile” of the original Cobra, whilst the can format enabled it to bring “Cobra’s visual brand identity to life”.
It added its belief that the launch would help Cobra maintain its position as the biggest Asian beer brand in the off-trade by sales volume [Circana 52 w/e 17 June 2023].
The new 330ml cans share the same design as a revamp that rolled out across the entire Cobra range this summer. That refresh was aimed at appealing to “a generation of urban foodies that are open to trying new cuisines”, Molson Coors said.
The Cobra Zero relaunch will be supported by a marketing campaign kicking off in October, including digital advertising, paid social media activity and PoS materials.
The growing alcohol-free and Asian lager markets in the UK represented “the perfect time” for Cobra to launch its “new and improved” Cobra Zero recipe, senior brand manager Flick Jones said.
“We know consumers want zero-alcohol lagers to still truly deliver on flavour, and the new Cobra Zero does just that,” Jones added.
Cobra’s founder Lord Karan Bilimoria said he was confident Cobra Zero would “be a hit with consumers and help retailers drive more sales”.
Alongside Cobra Zero, Molson Coors’ alcohol-free portfolio includes Staropramen 0.0, Rekorderlig Alcohol Free, and Doom Bar Zero.
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