Q] Considering the various restrictions in the alcoholic beverages category, what are the different touchpoints that Kingfisher employs for its marketing initiatives?
We invest heavily in understanding the key touch points that influence consumers in our category. The two most critical touch points are trade and experiences. Trade is unique in our category, divided into two segments: on-trade (bars and restaurants) and off-trade (retail outlets). On-trade is vital as consumers are in a relaxed, exploratory mindset, making it an ideal moment to engage and build our brand. Off-trade is equally important; presenting our product as cold, refreshing, and attractive reinforces our brand identity as a drink of moderation. Experiences are the second key touchpoint. As India grows in affluence and exposure, people seek to enrich their lives through passions like sports and music—areas we focus on to connect with our audience. Kingfisher, for instance, has strong associations with popular sports, and we also explore emerging sports that resonate with younger consumers. Our recent partnership with the Indian Racing League (IRL) exemplifies this, as motorsports is an emerging, cutting-edge sport in India, offering us a unique opportunity to engage with our consumers. These two pillars—trade and experiences—are central to building our brand and deepening our connection with consumers.
Q] You mentioned your partnership with IRL. Could you delve deeper into the larger idea behind the move?
Motorsports is rapidly gaining popularity in India, resonating strongly with consumers. The arrival of the Indian Racing League highlights this growing trend. We’ve committed as the presenting sponsor, seeing it as a long-term partnership that aligns with our brand values. Personally, I’ve developed a recent interest in motorsports, and younger consumers are equally passionate. This interest, coupled with Tamil Nadu’s status as a motorsport hotspot, makes our involvement a perfect fit. Tamil Nadu is a key market for us, with a significant manufacturing presence, and Kingfisher has a long history of sports associations. Our brand thrives on embracing new, emerging trends, making this partnership a natural choice.
Q] Besides IRL, what other major properties are part of your marketing strategy?
We have been sponsors of multiple big sports teams, be it Royal Challengers Bangalore and Mumbai Indians in the IPL, or FC Goa in the ISL. Last year, we partnered with so many music events and activities that we have lost count. These are the properties that we have been leveraging for years; they are not a one-time thing. We do them year in, year out, and hence our association and our ability to make our communications more relevant, engaging, and enjoyable for consumers keeps improving.
Q] You launched Queenfisher, a special offering, in March, this year. How has the reception been so far?
We launched Queenfisher on Women’s Day. From our point of view, the results have surpassed our expectations. This is because of the strong insight behind the project. I think that in today’s day and age, it is integral to have an offering that is inclusive in the product profile. There was a belief in the offering, which is why we launched it, but the reception of the product was way better than what we had anticipated. The customers really cherished the fact that a big name like Kingfisher was responsible for something like this. Starting in Goa, we have extended to Assam, Meghalaya, and now Maharashtra. We will continue with this journey.
Q] India has seen strong growth in your category in the last few years. How do you view the competition from both homegrown and international brands?
Kingfisher is a national icon, widely recognised and loved. Competition in the beer market is beneficial as it makes the category more vibrant and exciting, helping it grow. We embrace this competition as long as it maintains its superior quality, which ultimately benefits everyone. We are committed to continuous innovation. While lager remains our primary beer type, we have recently introduced several new products like Heineken Silver and Queenfisher. Additionally, we have also launched a wheat beer variant, Kingfisher Ultra Witbier. We will keep innovating and offering new and exciting products in the future.
Q] As you rely a lot on trade-based initiatives, how do you utilise the avenue of merchandising?
As trade is an extremely important touchpoint for us, it is important for us to be available to consumers cold and branded. Through our investments, we make sure that we provide attractive Kingfisher refrigerators to our retailers. That’s the number one important merchandising point for us, and we will continue to invest and expand on that. The reason behind it is because it not only makes the category attractive for consumers but also brings the brand top of mind to them.
PROFILE
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, has over 30 years of rich marketing experience. At UBL, Vikram is responsible for driving category penetration, portfolio premiumisation, and enhancing the iconicity of brand Kingfisher. He has previously worked with organisations such as P&G, Gillette, Kellogg, GSK Consumer, and Unilever across local, regional, and global assignments. Prior to joining UBL, Vikram was leading the nutrition business of Unilever as the Global Brand Vice President. Vikram is a highly regarded marketer with a proven track record of building brands, driving business growth, and nurturing great marketing talent. He graduated from St. Stephen’s College, New Delhi, and holds an MBA from IIM Bangalore.
ABOUT THE BRAND
Bengaluru-headquartered United Breweries Ltd, part of the HEINEKEN group, is the largest beer manufacturer in India. The company produces and markets packaged drinking water and soda, internationally recognised beer, and non-alcoholic beverages. Its diverse product portfolio comprises brands such as Kingfisher Strong, Kingfisher Premium, Kingfisher Ultra, Kingfisher Ultra Max, Kingfisher Ultra Witbier, Kingfisher Storm, Heineken®?, Heineken®? Silver, Amstel, and Heineken®? 0.0., Kingfisher Premium Water, and Kingfisher Soda.
