By James Atkinson

Vok Beverages has entered into a new distribution agreement with Molson Coors that marks the Australian company's first ever foray into imported beer distribution.

Under the deal, Vok will be the exclusive Australian distributor of Cobra Beer, "a smooth and refreshing premium beer inspired by modern India and made with a traditional recipe".

Vok marketing manager Chris Illman said the company has wanted to enter the beer category for some time now, but has been waiting for the right time to do so.

"When the opportunity presented itself to distribute this premium beer we grabbed it with both hands," he said.

"Cobra is a premium beer offering and has had great success globally, which we hope to match in Australia."

Cobra sells four million cases globally with a strong on-premise focus. The beer is popular with Indian restaurants throughout the world to accompany their cuisine.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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