Cheeky’ Mongoose launch

23 July, 2010

Wells & Young’s has used an old recipe for Cobra to create a new rival lager.

Mongoose will be aimed primarily at the Indian restaurant market. The brewer has said a full off-trade launch could be as far as two years away, but the company is unlikely to turn away offers to stock the brand from major multiples in the meantime.

Marketing director Chris Lewis admitted Mongoose was a ”cheeky” launch. The brand logo is of a Mongoose with a snake sticking out of its mouth.

The beer is being produced using a former recipe for Cobra, used by Wells & Young’s when it contract-brewed the brand before its move into the Molson Coors stable.

The brewer is forming a 50-50 joint venture with ethnic food wholesaler Gandhi Oriental Foods to market the brand.

Mongoose will be brewed to 5% abv and sold in 33cl and 67cl bottles. There will also be a keg version.“The aim is to seed it properly in the Indian restaurant market for the first couple of years and see how we go,” said Lewis.

ewis claimed the beer had outperformed Cobra in blind taste tests and would be promoted with the line: Those in the Know Choose Mongoose.

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