Kingfisher Smooth: Heineken Unit Targets Young Indian Beer Drinkers

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AuthorRiya Kapoor|Published at:
Kingfisher Smooth: Heineken Unit Targets Young Indian Beer Drinkers
Overview

United Breweries, a Heineken subsidiary, has launched Kingfisher Smooth, a new strong beer targeting next-generation consumers in India. Initially available in Rajasthan, the brew features imported hops and a smooth taste, aiming to capture market share in India's dominant strong beer segment.

United Breweries Limited, a subsidiary of global beverage giant Heineken, has introduced Kingfisher Smooth, a new strong beer variant targeting India's younger, legal-age consumers. The launch expands the iconic Kingfisher portfolio within the country's substantial mainstream strong beer market.

Initially rolled out in Rajasthan, identified as a key strong beer consumption hub, Kingfisher Smooth aims to balance strength with a smoother, more approachable taste. The company highlights the use of imported hops and a formulation with no added sugar, designed to appeal to evolving consumer preferences in a market where strong beers dominate.

Vivek Gupta, Chief Executive Officer of United Breweries Limited, described Kingfisher Smooth as a "first-ever game-changing innovation" for the mainstream strong beer segment, emphasizing extensive research and consumer testing behind the brew and its packaging.

Vikram Bahl, Chief Marketing Officer, noted the growing demand for smoother strong beers as drinking occasions diversify in India. Kingfisher Smooth is priced at ₹100 for a 330ml bottle, ₹145 for a 500ml can, and ₹185 for a 650ml bottle in Rajasthan.

Market Position

This move by United Breweries signals a strategic effort to capture a larger share of the dominant strong beer segment by offering a product tailored to the tastes and preferences of younger consumers. The company believes this innovation will resonate well in a market where strong beer consumption remains robust.

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