PresentationPrepared By:

Vijayendra Chauhan

CONTENTIntroductionThe RiseThe FactsThe IconsThe ProductsThe FallThe PartnershipThe Foundation

INTRODUCTION

Cobra Beer was founded in 1989 by Karan Bilimoria, along with his friend Arjun Reddy

Karan Bilimoria, then aged 27 and £20,000 in debt

INTRODUCTION

Karan Bilimoria is a  Cambridge law graduate and qualified Chartered Accountant

Bilimoria launched Cobra Beer when it became clear to him that Britain needed a smoother, less gassy lager that appealed to both ale drinkers and lager drinkers alike, and that complemented all types of cuisines

THE RISECobra Beer was founded in 1989 by Karan

Bilimoria, along with his friend Arjun Reddy in a flat in Fulham, South London, UK

A brewer in Bangalore, India, Dr Subroto Cariapa, and the owner of Mysore Breweries, Mr. Balan, liked the idea of the beer and helped create Cobra

Brewed to an authentic Indian recipe, Cobra Beer's unique blend of Barley Malt and Yeast with Maize, Hops and Rice produces a distinctive full-flavoured lager with exceptional drinkability

THE RISEThe first shipment of Cobra was imported in

the UK in 1990, at the start of a recessionIt first brewed in Bangalore in 1990 and

imported to UK for seven years. In 1997 Cobra commenced brewing under license with Charles Wells Ltd.( which is now known as Wells and young’s) in UK

Within five years from the lunch, the one million mark in sales revenues was crossed

By 2001 Cobra, from which Karan's partner had now exited, had a turnover of nearly £13 million with a sales growth rate of nearly 60% per year

THE RISEBy 2007 Cobra was being sold in over 45

countries, and had a total production capacity of 450,000 cases per month

Revenues stood at £30 million in 2007 and, with rapid expansion, were expected to cross £100 million by 2010

THE FACTSCobra Beer was one of the fastest growing

beer brands in the UKIt has been exported to over 30 countries

worldwide , and is available nationwide in more than 5,000 Indian restaurants and in major supermarkets

Headquartered in London, UK, Cobra Beer has offices throughout the world, including India, South Africa, and the USA

Cobra Beers have been awarded a total of 55 Gold medals since 2001

THE FACTSThe beer was originally brewed

in Bangalore, India, for export  to the United Kingdom; the company now has contract brewing operations in the UK, Belgium and India

Originally planned to be called Panther, the beer was ready to go, but the name wasn't popular with customers and was changed to Cobra at the eleventh hour

THE ICONSOn every Cobra Beer bottle you'll find it’s

story embossed into the very glass. Which brings to life the journey it took from a brewery in Bangalore to the lips of beer lovers all over the World

THE CROSSED SWORDSSymbolize the army background of

original Cobra founder, Karan Bilimoria, whose father was General Officer Commander-in-chief of the Central Indian Army

THE ELEPHANTSSymbolize the way in which youth

acquires enlightenment from seniority. Over time countless combinations were brewed to eventually create the perfect beer to accompany curry. The master brewer crafted Cobra using knowledge passed through the generations.

THE SNAKE CHARMERSymbolizes the magic of the traditionally

Indian Cobra recipe, blending malted barley, maize, hops, rice, yeast, water and a little less gas than other beers

THE SCALESSymbolize the way in which the odds were

weighed against Cobra's success in the early days. Through dedication and determination to produce the finest beer to compliment curry, Cobra is now the preferred choice of Indian restaurants

THE PALM TREES AND BUILDINGSymbolize Bangalore, where Cobra was

crafted and first brewed, and Britain, where Cobra is now the leading Indian beer, home to some of the world's finest Indian restaurants and host to chefs who are creating new styles and flavour combinations whilst always staying true to the rich heritage and history of Indian food

THE BOATSymbolizes the journey from Bangalore to

Britain and also the 40 countries to which Cobra is now exported

THE PRODUCTS

COBRA PREMIU

M

COBRA ZERO

KING COBRA

COBRA BITE

THE FALLBusiness losses acceleration in 2007 with

total losses reaching £13.6m on an annual turnover of around £45m. The business was approximately £26million in debt and had borrowings from venture capitalists attracting interest at daily compound rate of 15%

Then at the age of 47, Bilimoria's world came crashing down around him after Cobra, laden with hedge fund debt, collapsed into administration

THE FALLIn June 2011 it was reported that Molson

Coors had purchased a 51% stake in Cobra India, which will be named as Molson Coors Cobra India. The remaining 49% of the venture will be controlled by Cobra founder Bilimoria

THE PARTENERSHIP

Cobra Beer is owned by MOLSON COORS Brewing Company (UK) Limited as a 51% shareholder. Cobra Beer is now British Beer Company.

The Cobra Beer Partnership is a joint venture company that combines the Brewing, selling and Marketing expertise of the international brewer MOLSON COORS , with Cobra Beer’s iconic Brand and strong presence in ethnic restaurants and off trade

THE FOUNDATIONCobra Foundation is an independent

charity providing health, education and community support for young people in South Asia, especially through the provision of safe water

There charitable objectives include giving help with Disaster Relief in the Region

THANK YOU