Re-branding for Lord Bilimoria wines

UK-based Cobra Beer plans to re-brand its wine portfolio before introducing it to the Middle East market for the first time.

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By  Lynne Nolan Published  October 26, 2006

UK-based Cobra Beer plans to re-brand its wine portfolio before introducing it to the Middle East market for the first time. Although the company has yet to decide on the final re-branding, it is thought that it will reassess the wine labels. “The move is a bid to branch out into the growing wine-drinking trend at Indian restaurants. We would love to get our wines into the Middle East market, but the first step is the re-branding of our entire portfolio,” commented Chris Rendle, business development director, Cobra Beer. The company’s shift in concentration from beer to wine in the Middle East market is in part also due to the rise of five-star Indian restaurants opening up in the region. Founded in 1999, Lord Bilimoria, the company’s wine division, carries wines from France, Spain and South Africa. Cobra Beer also plans to launch King Cobra in the UAE within the coming months. The double fermented beer is packaged in a champagne-style bottle and is 8% ABV.

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