Bengaluru-headquartered United Breweries Ltd (UBL), part of the Heineken Company, has launched Kingfisher Smooth beer in Maharashtra, expanding its presence in the mainstream strong beer segment.
The launch comes ahead of the peak consumption season and marks a strategic addition to the Kingfisher portfolio.
Expansion into key markets
The rollout in Maharashtra is a key step in scaling Kingfisher Smooth across high-growth markets, given the State’s strong retail network and large consumer base.
The move follows encouraging early consumer response in Rajasthan and Karnataka, strengthening confidence in the product’s wider appeal.
Product positioning
Kingfisher Smooth has been developed for consumers seeking a smoother and more approachable beer experience without compromising on taste.
Brewed using imported hops and containing no added sugar, the variant offers a balanced profile with a clean, smooth finish while retaining the strength preferred by consumers.
Leadership commentary
“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,” United Breweries Ltd, Chief Marketing Officer, Vikram Bahl, said.
Portfolio and pricing
Kingfisher Smooth expands the flagship brand portfolio alongside Kingfisher Strong, offering greater choice within the strong beer category.
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.