United Breweries (UB) has once again redefined the beer market with its latest innovation, Kingfisher Flavours. The new variants, Lemon Masala and Mango Berry Twist, are crafted to resonate with Gen Z’s penchant for experimentation and Indian street culture.
Why Flavours? A Look into Global and Indian Trends
The global trend of flavoured beers is making waves in India, with nearly 12% of beer market growth attributed to this category. UB’s Chief Marketing Officer, Vikram Bahl, highlights that Gen Z is driving this shift, gravitating towards sweeter, less bitter alcoholic options.
“Flavours are a global trend, and we’re seeing this shift in India too, especially among Gen Z consumers,” says Bahl.
Street Culture Inspires Innovation
Drawing inspiration from Indian street culture, UB meticulously developed the flavours through extensive consumer testing.
- Lemon Masala offers a tangy, spicy twist reminiscent of roadside masala lemonade.
- Mango Berry Twist blends tropical and fruity notes, offering a sweeter, vibrant option.
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Marketing Strategy: Targeting Affluent, Social Gen Z
UB’s strategy zeroes in on affluent, trend-conscious Gen Z consumers who thrive on social experiences. The brand’s marketing efforts emphasize:
- Premium Bars & Pubs: Vibrant in-store displays inspired by street culture.
- Experiential Marketing: Live trials at select premium venues.
- Engaging Bar Staff: Educating customers about the new flavours.
Despite strict alcohol advertising regulations in India, UB uses innovative techniques like product trials and retailer partnerships to create buzz.
Phased Launch and Expansion Plans of Kingfisher Flavours
Currently available in Goa and Daman, Kingfisher Flavours is set to enter Maharashtra next. UB plans to expand across India’s metropolitan markets as regulatory approvals roll in.
Aligning with Evolving Tastes
UB’s strategic launch comes as India’s beer market sees rising demand for lighter, more sessionable beers. The increasing number of female beer consumers and younger demographics embracing flavoured options present a unique opportunity for UB to pioneer this nascent category.
Future Outlook
Kingfisher Flavours signals a bold step in integrating elements like music, graffiti, and skateboarding into beer branding, reflecting modern consumer lifestyles. With a 50% market share and a proven record of successful launches like Queenfisher, UB is poised to lead India’s beer innovation curve.
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Conclusion
Kingfisher Flavours is more than just a new product; it’s a testament to United Breweries’ commitment to understanding and serving evolving consumer preferences. With Lemon Masala and Mango Berry Twist, UB blends the vibrancy of Indian street culture with the sophistication of modern beer trends—creating a perfect pairing for Gen Z’s adventurous spirit.
