Cobra unveils beer glass ‘made of science’

Cobra has unveiled a new smooth pour beer glass “made of science” that it believes to be an “industry defining” innovation in glassware.

The glass boasts a grooved channel on its interior allowing the liquid to flow smoothly around the glass to its base in a “whirlpool effect”, which its makers say allows the beer to more effectively release its flavour and aromas and resulting in a perfect head.

Described as a breakthrough in pouring technology, the team has embraced the power of hydrodynamics and fluid mechanic specialists in the form of professors at universities including Birmingham University and Imperial College to develop the prototype.

“It’s been great to work with Karmarama on such an exciting innovation,” said Alison Pickering, brand director portfolio at Molson Coors, which owns Cobra. “The glassware we think is industry-defining, will help create reappraisal of Cobra, adding visual drama at the bar, and ensuring the best possible pint. This is turn should help with our crucial distribution push to list Cobra in the on-trade as we expand into more bars.”

Developed with London design agency Karmarama, the glass will be launched as part of a campaign this summer that will run across digital outdoor, press, digital, VOD, and social media. The print campaign features a number of tag lines including “the biggest innovation in pouring since gravity” and “Built by thirsty boffins”.