Cobra Beer’s first gluten free beer rolls out across Asda stores

Cobra Beer’s first Gluten Free beer has been rolled out across Asda stores and online with Ocado in the UK this month alongside its Premium Beer, before being introduced to a wider range of customers later in the year.

Successfully trialled at London Food Month’s Night Market in June 2017, Cobra Beer Gluten Free is one of a series of award-winning and innovative  products from the Cobra Beer range – which have achieved over 100 Gold Medals at the Monde Selection Awards since 2001.

The Gluten Free product, which has been approved and accredited by Coeliac UK and is initially focused on off-trade customers. However, availability will be extended to the on premise across the restaurant and casual dining sector next year.

Cobra Beer’s entire product range is now also vegan-approved, following accreditation by The Vegetarian Society, announced today. The Vegetarian Society’s marque of approval appeared on the first batch of Cobra Beer bottles this month.

The new product release takes the total number of products in the Cobra Beer range to seven: Cobra Premium Beer, Cobra Premium Draught Beer, King Cobra, Cobra Zero, Cobra Malabar Blond IPA Small Batch Series, and Cobra Gluten Free.

Tapping into part of the estimated £806m free-from market in the UK,1 the Gluten-free beer is part of an innovation drive, bringing more product offerings to the on-trade and culinary audience under the banner of Cobra Beer’s ‘Brewed Smooth for all Food’ campaign, introduced at London Food Month last year.

Cobra Beer Gluten Free will be sold in a multipack of 4x330ml bottles.

Lord Bilimoria, founder and chairman of Cobra beer, said: “Cobra Beer is a household name and I want everyone to have the opportunity to experience the great taste and unbeatable smooth texture – including coeliacs, vegans and vegetarians.”

“When I first founded Cobra Beer, I thought very carefully about making sure we used an innovative blend of carefully-selected ingredients. Launching Cobra Beer Gluten Free is the next step, allowing us to open up the brand to those who otherwise had to avoid it.”

”Cobra Gluten Free Beer’s impossibly smooth taste is virtually indistinguishable from the original and is the closest match by far, compared with all the other gluten free beers I have tasted alongside their original versions.”

Rob Hollis, head of world beers, Molson Coors, said: “I’m really proud of the taste of Cobra Gluten Free beer and for achieving accreditation from not only the Coeliac society, but also from the Vegetarian society making the beer suitable for vegans too. This allows a greater number of customers to experience the quality and great taste of Cobra Beer.

“The premium world beers category is highly competitive in the UK but this is yet another example of how we’re opening up the brand to more people to experience just how versatile Cobra is as the perfect partner to a huge range of different cuisines from around the world.”

The seven medals won at this year’s prestigious Monde Selection Awards for fine quality and taste bring Cobra Beer’s total number of gold medals from the prestigious Monde Selection Awards up to 101.