Kingfisher

In: Business and Management

Submitted By varunraj
Words 3960
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Project International Marketing Submitted by:
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028 Anupam Narayan Sharma

Celebrating over 150 Years of Brewing Excellence!

UBL has an association with brewing dating back over nine decades, starting with 5 breweries in South India in 1915. The popularity of their beers soon spread and within a short time, bullock carts carrying huge 'hogsheads' of Kingfisher became a familiar sight in Madras, the Nilgiris and Bangalore, the headquarters of United Breweries Ltd. Almost immediately, the brew from UB became a favourite, especially with the British troops.

So began the history of Beer in India...

From bullock cart-loaded barrels or 'hogheads' of frothing ale, the beer business has gone on to become the undisputed 'king' in the Indian beer market. UBL today boasts an impressive spread of own and contract manufacturing facilities throughout the country. Here, innovative, creative and aggressive marketing is complemented by a strong distribution network. A management focused on building brand equity on one hand and exploiting it to the hilt on the other.

Kingfisher, the flagship brand of United Breweries and the best-selling Indian Lager worldwide, is now available in over 55 countries and is exported from the UK to 19
Continental European Markets and Canada and from India to major markets in the Middle East, South East Asia, the Far East and Australasia, and it is also served on board 10 international airlines. Kingfisher was first imported to the UK and USA markets in the years 1982 and 1983 respectively in the traditional large 650ml bottles. It rapidly gained a foothold in the fast expanding Indian Restaurant markets. In the UK within three…...

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