Molson Coors has launched a reformulated Cobra Zero with a new flavour that the brewer says “perfectly matches the popular taste of the original Cobra lager,” in a new can format.
Cobra Zero launches in 330ml cans that share the same design that rolled out across the entire Cobra range in the summer, with graffiti-style motifs which aim to appeal to a generation of urban foodies that are open to trying new cuisines, and a nod to its heritage as an accompaniment to Asian food.
The launch is supported by a marketing campaign that includes digital advertising, paid social media activity and point-of-sale materials.
It represents a continued push to tap into growing demand for both low- and no-alcohol options and world beers, with one in five young adults now teetotal and under-25s less likely to drink alcohol than any other generation.
Flick Jones, Senior Brand Manager – Cobra at Molson Coors Beverage Company, said: “The number of alcohol-free occasions continues to increase as does the Asian lager market in the UK, so it’s the perfect time for us to launch our new and improved Cobra Zero recipe, available in can format for the first time.
“We know consumers want zero alcohol lagers to still truly deliver on flavour. The new Cobra Zero does just that, offering the same smooth taste of our award-winning Cobra beer but with no alcohol.”
Cobra is the biggest Asian beer brand in the off-trade by sales volume.
Alongside Cobra Zero, Molson Coors offer drinkers a number of alcohol-free options including Staropramen 0.0, Rekorderlig Alcohol Free, and Doom Bar Zero.
