UB bets big on ‘unchilled’ Kingfisher Red

01 Dec,2011

By Tuhina Anand


Kingfisher Red, marketed as India’s first ‘all season’s beer’, is looking at expanding its footprint in the next 12-18 months and to have a nationwide presence. Currently, Kingfisher Red is available in nine states including Punjab, Chandigarh, Bihar, UP, Rajasthan, Himachal Pradesh, Arunachal Pradesh, Meghalaya and Assam.


Talking about the roadmap for the product, Samar Singh Sheikhawat, Senior Vice-President Marketing, United Breweries, said, “There was a need to bring in a beer that can be consumed round the year as we have seen that the market swings a low of as much as 40 percent during cold weather as beer is largely seen as a drink for summer months. But I must add that since its launch one and a half year ago, Kingfisher Red comprises 5 percent of our total market share in the strong beer market and so far we are satisfied with the progress of the brand.”


Kingfisher Red is marketed using the premise ‘Tastes great when chilled and even better when not chilled’. The product is designed to meet the unmet market during cold weather conditions when traditionally there is a drop in beer sales. Hence the communication is built around the season summer, monsoon and winter and how when it’s cold get Red, when it’s hot get Red and when it rains get Red hence a beer that is suitable for consumption irrespective of the season. The collaterals and merchandising is also built around seasons, like its jackets for winters and T-shirts for summer.


On plans ahead, Mr Sheikhawat said, “We will be looking at being present in 15-20 markets in the next 12-18 months. Also currently the beer is brewed in Ludhiana and Rajasthan and we intend to pinpoint 5-6 more locations where it will be brewed.”


He also said that the overall strong beer category from UB is growing at a CAGR (Compound Annual Growth Rate) of 15 percent in the last five years which means it is doubling growth yoy. In the case of Kingfisher Red it has been growing at more than 100 percent. In fact, he is bullish on the product and says that by end of March 2015 Kingfisher Red will comprise 10 percent of the total market share in the strong beer category.


Kingfisher Red is a Premium Gravity beer and is specially brewed to give a distinctive taste with an oaky woody flavour and artistically crafted beer inspired by the traditional brewing practices of medieval European monks. It is so developed following a unique process whereby the beer is golden light oaky brown and can be consumed even at 14 to 17 degree Celsius, without any change in the taste of the beer.

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