BUSINESS NEWS: Cobra beer sales up thanks to ad campaign

Lord Bilimoria will be celebrating the New Year in style after Cobra Beer’s successful performance in 2006.

The company saw year-on-year sales grow by 151% in the off-trade and 75% in the on-trade between August and November 2006. Much of this growth was due to the success of the beer brand’s biggest-ever TV advertising campaign, which took place throughout the autumn. Sales were up over 65% in October and November when compared with 2005 figures. 

The advertising campaign was funded by the £27.5 million raised from investors last summer. The remaining capital will be used to fund Cobra’s medium-term growth, with a particular emphasis on UK and Indian investment.

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© db January 2007