United Breweries Ltd (UBL), known for its flagship Kingfisher beer, is set to re-enter the Delhi market by the end of 2024. According to United Breweries’ Chief Marketing Officer Vikram Bahl, Kingfisher will soon be available in Delhi after being absent since the withdrawal of the New Excise Policy 2021-22. Over the past year, United Breweries, which is controlled by Heineken NV, has launched various products and expanded its market presence in several states, excluding Delhi. Recent launches include Heineken Silver in Karnataka and Goa, London Pilsner, Kingfisher Ultra Max draught, Mango Rush in Karnataka, and Queenfisher in Goa. The company is also planning a new product launch in Tamil Nadu, where it will sponsor the Indian Racing League (IRL).
Bahl highlighted that Tamil Nadu holds strategic importance for UBL due to its strong market presence and local manufacturing facility, making the partnership with IRL a natural fit as motorsports gain popularity in the region. Kingfisher has a long history of sponsoring major sporting events, including the Indian Premier League (IPL), India Premiership 2023, and FC Goa. The brand achieved its highest-ever volume and revenue in FY24, aided by an active promotional calendar and strategic associations, such as an advertising campaign during the IPL and a partnership with Lucknow Super Giants.
UBL is not only focusing on expanding its geographical reach but also targeting Generation Z (GenZ), who are expected to drive beer consumption in India due to the country’s youthful demographic profile. United Breweries is aligning with GenZ’s interests by partnering with motorsports, music festivals, and launching inclusive products like Queenfisher. The brand strengthened its connection with young consumers through gaming, as seen with its year-long association with Kingfisher India Premiership in 2023.
The beer market is evolving, with a growing demand for diverse products, including flavored and non-alcoholic beers. Bahl noted the positive response to UB’s offerings like Mango Rush and Queenfisher. Financially, United Breweries posted a 27.47 percent increase in consolidated net profit to Rs 173.80 crore for the first quarter of FY25, up from Rs 136.34 crore a year earlier. The company’s revenue from operations rose by 10.83 percent to Rs 5,811.28 crore, compared to Rs 5,243.01 crore in the same quarter of the previous year. During this period, UBL invested Rs 47 crore in capital expenditures, mainly for supply chain enhancements to support future growth.