Karmarama and Cobra create the perfect beer glass

Pouring the perfect pint is a lot more difficult than it looks. Ask any bartender and they'll tell you likewise. Attaining that effortless pour, however, is not only a case of making sure the glass is tilted 'just so' or that you don't pour too quickly or too slowly, it also has a lot to with the glass itself. Cobra, obviously understand this, as the lager brand synonymous with Balti houses across the country is soon to launch an innovative new “Smooth Pour” glass, developed with Karmarama, which, along with a unique font for bars, is being heralded as a “True breakthrough in pouring technology.” The glassware will be launched this summer with an integrated campaign, which runs across digital outdoor, press, digital, VOD, and social media.

“The World's Smoothest Glass is a great opportunity to have further fun with the Live Smooth creative platform and demonstrate its breadth”

The team have worked with hydrodynamics and fluid mechanics specialists and professors at universities including Birmingham University and Imperial College to develop the glassware prototypes. The final developed glassware is now in production for release this summer. The glass has a unique channel in the interior facia allowing the liquid to flow smoothly around the glass to the base, creating a whirlpool effect, releasing flavour and aroma and creating the perfect head, all in order to bring to life the beer’s “Impossibly Smooth” brand positioning. Digital OOH and press ads demonstrate the real pour in action and headlines, which talk about the breakthrough for consumers in a lighthearted way “The biggest innovation in pouring since gravity” and “Built by thirsty boffins.”

The World's Smoothest Glass

The task set out for Karmarama was to essentially reinvent the pint glass for Cobra. This needed to be something that embodied the sophisticated Smooth Pour brand strategy, without forgetting the reasons why the classic pint glass has remained so popular. They were inspired by a series of illustrations from graphic designer Steve Stewart, whose elegant designs heavily influenced the new glass, with the “Smoother” illustration being pushed further into production. The concept was created with the pour in mind. As the glass is tilted, The beer follows the helix, wrapping around the glass and ultimately creating the perfect pint.

“The industry-defining glassware will help create reappraisal of Cobra, adding visual drama at the bar, and ensuring the best possible pint”

Alison Pickering, Brand Director Portfolio at Molson Coors, said: “It’s been great to work with Karmarama on such an exciting innovation. The glassware, which 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.” Dickie Connell, Creative Director at Karmarama, added, “We’re proud that this innovation is helping Cobra ‘crack the on-trade’. It’s a great opportunity to have further fun with our Live Smooth creative platform and demonstrate its breadth.