He says the aim is to emulate the success of world beers like Peroni, by pushing Cobra out of the Indian Restaurant sector, where the beer enjoys 99% distribution.
Cobra has experienced a 70% increase in distribution via pubs in the last 12-months, as a result of a trial in some Liverpool pubs and Stonegate venues.
Bilimoria, still “fully involved” in the business he now jointly owns with Molson Coors since a “pre-pack” insolvency deal in 2009, says the strategy is to push the draught version of the beer but also confirmed there are new products in the pipeline.
He even hinted at a revival of the fruit flavoured Cobra Bite range.
“Cobra has been going from strength to strength and is up 23% in both volume and value in the first five months of this year,” he told the Morning Advertiser.
“Our Live Smooth campaign has been a huge success and now is the time to push for more growth, which will include a UK drive into pubs, and globally we are looking at new markets, such as Japan and Chile.”
Last month Bilimoria revealed he was committed to paying off £40m to the unsecured creditors who were left with nothing at the time of the deal with Molson Coors.
“It’s going way beyond what you’re obliged to do,” he said.