Molson Coors plans to almost double its original £10m marketing spend for Cobra over the next three years as the lager begins production at the group's main brewery in Burton, where Coors and Carling are also produced.

The Cobra Beer Partnership, formed through a joint venture between Molson and Cobra founder Lord Bilimoria 12 months ago, plans to spend £19m in a bid to boost annual sales 20% over the next three years.

Cobra was most recently brewed by Wells & Young's and Camerons Brewery and joint venture MD Adrian Davey said he expected the integration to improve supply chain efficiencies.

The partnership has earmarked £5m for marketing Cobra in 2010, focusing on the message that Cobra is "the perfect beer to have with a curry".

A press and radio campaign started last week.