United Breweries Limited launches Kingfisher Ultra Witbier

Kingfisher Ultra Witbier is UBL’s foray into the craft-styled beer segment.
  • Vaishnavi Gupta Features Writer
Kingfisher Ultra Witbier

United Breweries Limited has forayed into the alternate beer category with the launch of the Kingfisher Ultra Witbier, the first non-lager beer from the house of Kingfisher.

The craft-style beer is brewed with the authentic Belgian wheat beer recipe, offering a refreshing, light and sessionable taste. With an ABV of lower than 5%, the beer is a rich blend of all-natural extracts of orange and coriander, spices sourced from Belgium and new world aromatic hops sourced from the USA.

Debabrata Mukherjee, Chief Marketing Officer, United Breweries Limited, said, “Every consumer need across categories is important to us, and it is our responsibility to provide choice in our portfolio. With our first offering in the speciality beer segment, Kingfisher Ultra Witbier wideness our footprint and provides another innovative beverage option in the beer category.”

Kingfisher Ultra Witbier

Kingfisher Ultra Witbier is available in 3 SKUs, a 330 ml bottle, a 500 ml can and a 650 ml bottle, priced at Rs 110, Rs 150 and Rs 185respectively in Karnataka state. The new offering is packaged with a blend of old school and modern graphic design, and the wheatish label is inspired by the product’s key ingredient.

Kingfisher Ultra Witbier is geared up to capture markets with its authentic Belgian wheat beer recipe and is now available across Karnataka and Goa. It will soon be available in Maharashtra, Delhi, and Haryana.

“Consumers today expect more from their beers- they crave uniqueness in flavor, taste &experience. Ultra Witbier will retain the sense of style and authenticity of the parent brand ULTRA, and we are confident it will appeal to our consumers across the country,” Mukherjee added.

Kingfisher ULTRA

Kingfisher ULTRA, the Emperor of Good Times was launched in September 2009. A premium offering from United Breweries, ULTRA assures consumers the best quality, taste and the most differentiated experience across every touchpoint. Kingfisher ULTRA is made from the finest ingredients which have a distinctive taste.

The brand has based its activations on prominent genres like fashion and music. Apart from these, Kingfisher ULTRA has also launched various other activations and promotions across all points of sale which have met with positive responses amongst its consumers. It is a beer for the modern, urban, confident, independent and self-assured consumer. It is for those who want the best and deserve the best. It is currently available in all major cities of the country.

Indian Beer Market

According to the report, the Indian Alcoholic beverages market observed the highest market share of Whisky which is followed by brandy & beer. Being third in the Indian alcohol beverages market, the Indian Beer market has a market share of 17%.

The rise in disposable income of the Indian population has somewhere led the consumers to shift from standard beers to premium and craft beers. The population is turning more brand conscious, offering numerous business opportunities to entrepreneurs.