Cobra has signed a deal with SHS Sales and Marketing to handle distribution and sales of its Indian beer.

The move, which puts the beer in the same hands as PPS brand WKD, is designed to increase the number of off-trade outlets which stock the brew and widen its appeal. The beer was launched in 1990 through Indian restaurants and is keen to transfer its popularity into mainstream drinking occasions in bars and at home.

SHS MD John Black said: “Our job is to extend Cobra’s distribution throughout the on and off trades, leaving the Cobra sales team to continue their growth in both Indian restaurants and in their growing export markets.”

Cobra, which is brewed by Charles Wells, has just been launched in India and the company plans to extend its markets to America next year.