Beer giant United Breweries Ltd (UBL), part of the Heineken Company, has expanded its Kingfisher brand portfolio with the launch of Kingfisher Flavours, introducing two variants—Lemon Masala and Mango Berry Twist.

“Globally, flavours are a reasonable part of the beer category, and we see India following some global trends. We wanted to take inspiration from street food and flavours because that’s a big part of food and beverage in India. We looked at some popular flavours and ingredients and tested a few, and the two being launched came out as hot favourites. They did very well, both in concept and in the product tasting by consumers,” shared Vikram Bahl, Chief Marketing Officer, United Breweries Ltd.

While a brand like Kingfisher is meant to appeal to a wide spectrum of consumers, the target audience for this particular launch is relatively younger individuals who are experimentative and are looking for sweeter and, less bitter options in beer, he added.

“We are coming in with two variants and would like to evaluate the response first. We have a pipeline of new variants ready, but we will not rush into it. We want to establish the first two,” Bahl said.

Product portfolio

UBL’s product portfolio includes brands like Kingfisher Strong, Kingfisher Premium, Kingfisher Ultra, Kingfisher Ultra Max, Kingfisher Ultra Witbier, Kingfisher Storm, Heineken Original Heineken Silver, Amstel, and Heineken 0.0.

Kingfisher Flavours was launched in Mumbai and is currently available in Goa and Daman, with plans to expand to other regions gradually.

UBL’s shares closed at Rs 1,947.00 today, down by 0.9 per cent.