Molson Coors Beverage Company is launching a reformulated Cobra Zero in a new 330ml can format.

The supplier says the updated flavour brings Cobra Zero closer in taste to the original Cobra lager.

Its launch comes as low-and-no-alcohol options and world beers continue to grow in retail. One in five young adults is now teetotal, and under-25s are less likely to drink alcohol than any other generation, according to Drinkaware.

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Additionally, Cobra is the biggest Asian beer brand in the off-trade by sales volume.

Flick Jones, senior brand manager – Cobra at Molson Coors, said: “The number of alcohol-free occasions continues to increase as does the Asian lager market in the UK, so it’s the perfect time for us to launch our new and improved Cobra Zero recipe, available in can format for the first time.”

Molson Coors will support the launch with digital advertising, paid social media activity and PoS material for retailers.

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