Cobra Presents a Scientifically Smoother Pour

After shedding its shadow of being mostly a beer to accompany spicy food and being stocked in 98% of Indian restaurants in the UK, Cobra Beer went through a transition into a premium world beer for any occasion. The company introduced their Live Smooth campaign and presented The Boss, a good-looking Indian entrepreneur with living a fancy lifestyle. The Boss became Cobra’s face of smoothness and success. To finalise this transformation Cobra cooperated with fluid dynamics specialists not to modernise their packaging, but to develop the “world’s smoothest pint glass”.

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The Molson Coors brand joined forces with London-based agency Karmarama and re-designed the beer goblet together with hydrodynamics and fluid mechanics specialists and professors from Birmingham University and Imperial College. They explain that the glass “has a unique channel in the interior facia allowing the liquid to flow smoothly around the glass to the base, creating a whirlpool effect, releasing flavour and aroma and creating the perfect head, all in order to bring to life the beer’s ‘Impossibly smooth’ positioning.”

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This approach is probably not going to make Cobra’s beer taste better, but it definitely seems to be working miracles in terms of branding. The Cobra Beer now possess the “fastest-growing social media fan base of any major UK beer brand, [going] up by 170% – storming ahead of San Miguel and Peroni”. Given the history of the company, which compared to Europe’s oldest brands is really short (it was founded in 1989), it seems that Cobra is making itself a household name, and not only in Indian restaurants.