2006 Award Winner – Business Excellence

Cobra Beer

From its humble beginnings 15 years ago, when founder Karan Bilimoria was going door-to-door around London’s Indian restaurants selling cases of beer from the back of his Citroen 2CV, Cobra Beer has grown into an £80 million business. Now exported to over 40 countries worldwide, as well as being available in over 6,000 Indian restaurants, 5,000 major retail outlets and almost 6,000 bars, pubs and clubs in the UK, Cobra Beer has shown a compound annual growth rate of 41% over the past 14 years. While this statistic alone would merit an award for business excellence, judges felt that the company is a “dynamic business model” and praised its employee-focused approach which led to Cobra Beer being nominated as one of the top 50 Best Small Companies To Work For by The Sunday Times. In addition judges commented on the “continuing high level of innovation and creativity” demonstrated in recent new product launches of King Cobra, Cobra 0.0% and Cobra Lower Cal, not to mention marketing and advertising campaigns such as the highly successful CobraVision sponsorship of ITV2, ITV3 and ITV4 movies. In no small way are these achievements down to Bilimoria himself. The company’s chief executive – who is also recognised with an award for Man of the Year – has steered Cobra Beer through a sea of big-brand competitors and his aspiration to make Cobra a global beer brand seems to be drawing closer by the year.

The Runner-Up 2006

The Macallan
Driven by exceptional performance in its two key markets of Taiwan and the US, The Macallan has shown impressive global growth of 10.3% (set against overall category growth for malt whisky of 3.8% over the past five years). Underpinned by a mix of new product development and cross-functional marketing, the success looks set to continue. 

The ShortList 2006

Bibendum
A multi-channel specialist serving the on- and off-trade, as well as offering a private customer division, Bibendum is a dynamic wine company which exhibits creativity, passion and experience in its business. In the past year company growth has been driven by successful marketing initiatives such as a large annual tasting, specialist masterclasses, HTML campaigns and sporting events.  

Labelgraphics
Glasgow-based Labelgraphics was established in 1983 and has become a leading supplier of high-quality pressure sensitive labels. Specialising in substrates such as clear on clear, metalised and laminated foils, screen-printing and embossing. It now works with numerous beer, wine and spirits brands including Ballantine’s Whisky, Kronenburg Premier Cru and E&J Gallo’s Turning Leaf.

Oddbins
Alongside an ongoing commitment to delivering a diverse range of wines to its high-street customers, Oddbins has introduced new initiatives such as the “I love YN” in-store promotion and has increased investment in staff training schemes. The company has also undergone a significant business expansion in the past year with the acquisition of 45 Wine Cellar stores.

© db May 2006