India: Kingfisher pips Haywards, is now largest-selling strong beer brand

Finally, United Breweries' Kingfisher is taking the leadership role in the higher alcohol content strong beer segment, where it has trailed the SABMiller-led Shaw Wallace Breweries all along, The Economic Times of India informed on April 14.

After a decade of bruising battles, Kingfisher Strong seems to have displaced rival's Haywards 5000 as the largest selling brand in strong beer, which accounts for 65% share of the overall domestic consumption.

Industry estimates suggest that Kingfisher Strong reported volume sales of nearly 18m cases, up 41%, beating the segment growth of 16%. SABMiller cited policy restrictions while commenting on specific brand sales figures, but stated Haywards 5000 contributed roughly half of its annual sales pegged at 34.2m cases.

A senior UB official said Kingfisher Strong has emerged as the top-selling strong beer brand in the country, even though the leadership margin was not high. “We still believe that Haywards is selling more than Kingfisher Strong,” said a SABMiller spokesperson, even as he refused to divulge specific volumes figure.

Shaw Wallace Breweries, which entered SABMiller fold in '03, has ruled this segment since it powered its way into the beer industry in the mid-90s. However, it has seen its leadership being eroded in recent years as UB fought a bitter battle with Kingfisher's strong variant.

Kingfisher Strong ended last fiscal with 26% share of the segment, with Haywards 5000 following with 25%. The other notable brand in SABMiller portfolio is Knock Out, while UB's strong beer basket include Bullet, Zingaro and Kalyani Black Label Strong.

UB's backbone has been its dominance in mild beer, where Kingfisher Premium Lager (20.5m cases in '05-06) controls 75% of the segment. UB, which misread the consumer's 'kick for buck' shift towards strong beer in the 90s, bounced back with Kingfisher Strong in 1999.

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