Kingfisher’s big beer bet: flavoured brews

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Subscribe to enjoy similar stories. With rising affluence, increased socialization and the evolving preferences of younger consumers, United Breweries Ltd (UBL) is tapping into a new wave of opportunities in the beer market. The company has launched two new Kingfisher variants, Mango Berry Twist and Lemon Masala, marking a foray into the flavoured beer segment.

Vikram Bahl, chief marketing officer of UBL, shared insights into the strategy behind this launch and the company’s broader plans to drive growth in India and beyond. Edited excerpts… At the end of the day, taste is the most important driver in food and beverage, and consumers—particularly Gen Z—are constantly seeking variety and new experiences. Flavoured beers are a popular trend globally, but in India, awareness is almost negligible.

We saw an opportunity to introduce flavoured beers to a larger audience through Kingfisher. Also read | DBS Bank’s marketing playbook: Purpose-driven storytelling and the future of financial branding Inspired by the diversity of Indian street food, we conducted research and found that mango and lemon were the most popular flavours. We added a twist—creating Mango Berry Twist and Lemon Masala—and tested these products with consumers.

The results were fantastic. These new offerings are designed to appeal to younger consumers entering the category, as well as existing beer enthusiasts looking for variety. The new variants fall under the strong beer category, with an alcohol content ranging between 5% and 8%.

We are starting with Goa and Daman, followed by Maharashtra. Regulatory approvals vary across states, so expansion will proceed in stages. Awareness of flavoured beer in India is currently very low.