India: United Breweries introduces two flavoured Kingfisher beers in India

Heineken’s United Breweries Limited (UBL) has introduced two flavoured Kingfisher beers into the Indian market, db reports.

The Kingfisher branded beers, named Lemon Masala and Mango Berry Twist, have been positioned to appeal to Gen Z consumers and have been inspired by the country’s street food scene.

According to the company, the new flavours fuse traditional Indian tastes with contemporary brewing techniques. Each beer is packaged in a 330ml can which is 100% recyclable.

Last year, UBL recorded a more than five-fold leap in profit in the January – March period of 2023-24. This was largely down to the company seeing strong growth for its Kingfisher brand’s popularity, across the south and eastern Asia regions.

However this new move for the brand is proving it has more in the pipeline than its core offering, with the new cans rolling out across India and, created by Canpack, the company has hinted that each of the new beers is extremely convenient and “perfect for on-the-go consumption.

The new custom-designed cans feature images of the street food carts that are the cultural inspiration behind the new flavours. However, the company has insisted that the new beer cans have practical benefits too because they are lightweight, recyclable and very easy to transport.

Heineken has also said that the new packaging aligns with Gen Z’s demand for brands that share their values, as well as environmental sensitivity. The brewing giant noted in a recent statement that “Gen Z consumers seek authenticity, innovation and experiences that reflect their individuality” and this is what it is delivering.

Speaking about the launch, UBL CMO Vikram Bahl explained: “This pack design perfectly captures our desire to help consumers feel adventurous with new flavours while enjoying memorable experiences.”

Anoop Kapadia, head of sales at Canpack India, added: “The collaboration with United Breweries allowed us to showcase the full potential of our advanced printing and manufacturing capabilities. These cans are a vibrant celebration of both tradition and innovation, delivering a visually striking and practical packaging solution.”

Last year, UBL launched a new beer in India, named Queenfisher, via its Kingfisher brand. The lager, which was positioned as “a celebration of sisterhood” used the slogan “Queen of Good Times” and retailed at INR80 per 500ml can.

In 2023, UBL appointed Vivek Gupta to lead the company as its new CEO and managing director. Heineken had been gradually integrating UBL into its business since its acquisition of the company in July 2021. One of Gupta’s key roles within the company has been to assist in the Kingfisher beer brand regaining ground and re-assert its premium position within the beer sector, an area he has already made progress within.

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