Magazine article Marketing

Cobra's Ghali to Depart Ahead of Sale to Molson

Magazine article Marketing

Cobra's Ghali to Depart Ahead of Sale to Molson

Article excerpt

Cobra Beer marketing director Will Ghali is to leave the business, as it gears up for its planned sale to the Molson Coors Brewing Company.

Ghali and his 12-strong marketing team are said to be resigned to the winding down of their operation in Fulham, West London, and have already started to look for new jobs.

Last week chief executive Adrian McKeon, a former E & J Gallo marketer, also left the Indian-themed beer brand ahead of the expected acquisition by Molson Coors. The latter already owns the Carling and Grolsch brands.

Ghali joined Cobra in 2007 from PepsiCo, where he was marketing director, working across the Tropicana, Copella and PJ Smoothies brands. Prior to joining PepsiCo in 2004, Ghali was marketing director at infant-nutrition company Nutricia.

When Ghali took up his role at Cobra he was briefed by the brand's owner, Lord Bilimoria, to broaden the beer's appeal beyond Indian restaurants. The ultimate aim was to make the brand an attractive target for acquisition.

A year ago Ghali launched a pounds 14m push across TV, outdoor, press and direct marketing. An pounds 8.4m above-the-line campaign featured three animated 'everyman' characters exchanging banter in a pub. …

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