Cobra Beer’s founder on his ‘breakthrough’ marketing approach

Cobra Beer is one of the UK’s most popular beers. Founded in 1989 just outside Fulham in London it was designed specifically to be consumed with food, with its founder Lord Karan Bilimoria wanted to create a beer that would not leave people feeling bloated if they drank it while eating a curry.
Three decades later the brand is now sold in more than 40 countries across the world and generates $250m annually. It is also the most popular beer in UK Indian restaurants.
However, when