India is a key destination for brewers this month as Greene King launches new advertising and Cobra announces a marketing plan for the region.
Greene King IPA, which created a beer specifically for India in the late 1800s, is launching a series of TV adverts playing on the fact that the beer was never exported because the Brits loved it so much. The ads feature the strapline, ‘The India Pale Ale that never made it to India’.
Meanwhile, Cobra Beer, which is brewed to an Indian recipe in the UK to accompany Indian food, is finally about to be brewed in India for the Indian market.
“It has been my dream to brew Cobra in India,” said Karan Bilmoria, founder and chief executive of Cobra Beer.
Cobra, which is exported to 30 countries, has a current retail turnover of $62m.