United Breweries Limited (UBL), part of the HEINEKEN Company, has announced the launch of Kingfisher Smooth in Maharashtra, marking a strategic addition to its Kingfisher portfolio. This new variant aims to strengthen the brand’s presence in the mainstream strong beer segment as the company prepares for the peak consumption period.
The launch is a significant step in scaling Kingfisher Smooth across high-growth markets. Maharashtra, with its robust retail network and large consumer base, presents a substantial opportunity for expansion. This follows the positive early consumer response to Kingfisher Smooth in Rajasthan and Karnataka.
Kingfisher Smooth is crafted for consumers seeking a smoother and more approachable beer experience. It offers a balanced profile without compromising on taste, brewed using imported hops and with no added sugar, delivering a clean, smooth finish while retaining the strength preferred by strong beer consumers. This makes it well-suited for relaxed occasions.
Vikram Bahl, Chief Marketing Officer of United Breweries Limited, commented on the launch, stating, “With Kingfisher Smooth, we are responding to a clear consumer shift towards beers that offer a unique blend of taste and strength. With its smooth profile, we believe Kingfisher Smooth will resonate across a range of social occasions, making it well-suited for relaxed moments with friends.”
Kingfisher Smooth expands the flagship brand’s portfolio alongside Kingfisher Strong, offering greater choice within the strong beer segment. The product is currently available across leading retail outlets in Mumbai and Pune and will be rolled out across Maharashtra from April. It is priced at ₹125 for a 330 ml bottle, ₹120 for a 330 ml can, ₹155 for a 500 ml can, and ₹200 for a 650 ml bottle.
Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).