Against the Grain

This book gets to the heart of why & how Cobra has developed into one of the world’s best-loved brands, and offers great business insights for every entrepreneur who wants to bring their vision to life. 

The story is infused with the passion, belief, energy and vision of Cobra and recounts how Cobra got to where it is today.  It examines Cobra’s burgeoning portfolio of products and unearths the ups & downs of bringing these world-class products to market.

The MMPB edition will contain updates on the Cobra story since the original edition published, for example:

• the launch of Cobra Bite, a range of four fruit-flavoured premium lagers - breaking new ground in the beer industry and establishing a completely new category of ‘fruit-flavoured premium lagers’
• the appointment of Adrian McKeon, formerly IL Managing Director of Beam Global Spirits & Wine, as their new Chief Executive, with Lord Karan Bilimoria, moving to the role of Executive Chairman
• Cobra Beer was awarded a spectacular total of 20 gold medals at Brussels’ prestigious Monde Selection World Quality Awards 2007 – the most in the world awarded for beer for the third year running.

As well as giving insight into exactly what makes Cobra tick, the book serves as inspiration to budding entrepreneurs everywhere.

Some of the many endorsements to include in this edition:

“The inside scoop from one of the country's leading entrepreneurs - essential reading.” Richard Reed, Co-founder, Innocent Drinks

“If Carlsberg made a book, it wouldn’t be as good as this one.” Beat magazine

"Bilimoria's guide to help aspiring entrepreneurs make it in the branded world reads like a dream…engaging to the very end…" Start Your Business magazine

“An inspirational story.” Sir Martin Sorrell, Chief Executive, WPP

“Worth the cover price for the finance chapter alone.” John Mullins, London Business School