Indian beer Cobra is offering UK consumers lessons in lager' in a £1m ad campaign which began this week. The tongue-in-cheek cartoon ads emphasise the less fizzy nature of the beer and will be on Tube cards in the London Underground this month and next. The support will be expanded to a national campaign early next year which is being worked on. This is designed to maintain the rapid growth of the brand which the company said was now worth £40m. Marketing director Simon Edwards said the brand had been increasing its annual volumes by more than 50% for each of the last three years. "In the multiples, volumes are up 80% and now account for 25% of the business." The beer is brewed in the UK by Charles Wells. {{DRINKS }}