Cobra bites first ever sampling drive

Cobra Beer has launched its first ever national sampling campaign, targeting some 1,000 off and on-trade venues around the country.

Throughout the summer, the sampling drive - which is themed under Cobra's new strapline Now You're Talking - aims to reach 300,000 consumers, visiting major cities including London, Birmingham, Manchester, Liverpool and Leeds.

In the off-trade the focus will be on the multiple grocers' biggest stores as well as wholesalers and cash and carries.

Cobra is also running a competition on 665,000 packs of Cobra Premium and Cobra 0%, giving consumers the chance to win or get a £55 discount off track days at Silverstone.

Replica classic racing cars sprayed in the Cobra colours will visit outlets with the sampling team to "create a buzz" around the campaign.

Cobra marketing director Will Ghali said: "This is a really strong sampling plan that will put Cobra in the hands of a high proportion of our target 28 to 34-year-old male consumers."