United Breweries Targets Gen Z with Kingfisher Flavours Inspired by Indian Street Culture
United Breweries is setting the stage for an exciting new chapter in India's beer market with the launch of Kingfisher Flavours—two fresh, vibrant variants designed to captivate the adventurous taste buds of Gen Z. The new flavours—Lemon Masala and Mango Berry Twist—take inspiration from the lively energy of Indian street culture, infusing a unique twist into the beer experience.
These bold new flavours are a direct response to the changing tastes of younger beer drinkers who are less interested in traditional, bitter brews and more drawn to experimenting with sweeter, more exciting profiles. As Vikram Bahl, the Chief Marketing Officer of United Breweries, observes, “Flavours are taking the beer world by storm globally, contributing to 12% of the beer category's growth. We’re seeing this trend take hold in India as well, especially among Gen Z consumers who are keen on discovering new and fun products.”
Street Culture in Every Sip
The creation of Kingfisher Flavours was driven by a deep dive into India’s vibrant street culture. The team at United Breweries didn’t just want to create another flavoured beer; they wanted to capture the essence of India's streets—bold, dynamic, and bursting with life. Both variants were carefully designed after thorough consumer testing, ensuring that they aligned perfectly with the preferences of young beer drinkers.
The Lemon Masala variant brings a tangy, spicy zest reminiscent of street snacks, while Mango Berry Twist offers a refreshing burst of tropical sweetness. These flavours cater not only to seasoned beer drinkers but also to newcomers who are looking for something lighter and more experimental.
As Bahl shares, “We put a lot of thought into the flavours, and the response from our testers has been overwhelmingly positive.” Kingfisher Flavours are not just about taste; they embody the spirit of Indian streets—innovative, bold, and ever-evolving.
Gen Z at the Core: A Premium Experience
United Breweries has zeroed in on Gen Z—those born between 1997 and 2012—as their primary audience for this exciting launch. This group is known for being digital natives, trend-conscious, and open to new experiences. “Our focus is on affluent, socially active Gen Z consumers who love experimenting with new products. They enjoy going out, socialising, and discovering trends,” says Bahl.
To reach this audience effectively, United Breweries is placing emphasis on premium venues—upscale bars, pubs, and stylish retail outlets. The brand will create an immersive experience, using street culture-inspired displays and product placements to capture attention and make a lasting impression.
While alcohol advertising faces regulatory challenges in India, United Breweries plans to use alternative channels like influencer partnerships, bar staff training, and exclusive events to introduce Kingfisher Flavours to the market.
A Strategic Rollout: Goa, Daman, and Beyond
The launch of Kingfisher Flavours begins in Goa and Daman, with plans to expand into Maharashtra as the next target. The company understands the complexities of alcohol distribution in India and will navigate this carefully, ensuring that the flavours reach the right markets at the right time. Their strategic rollout allows for localized marketing efforts while maintaining the buzz surrounding the new variants.
This move is part of Kingfisher’s broader portfolio expansion, which includes popular products like Kingfisher Premium and Kingfisher Strong. The success of the Queenfisher line, aimed at female consumers, shows the company’s dedication to evolving with market trends and catering to a diverse audience.
Looking Ahead: Transforming India's Beer Culture
Kingfisher Flavours represents a forward-thinking approach to beer innovation in India. Bahl notes that consumers are moving toward beers that are lighter, easier to drink, and less bitter—traits that appeal to a younger crowd and those who prefer a more approachable alcoholic beverage. The rise of flavoured beers signals a shift in India’s beer culture, and United Breweries is poised to be at the forefront of this transformation.
The company is not only looking to meet the demands of younger drinkers but is also aiming to create a beer culture that is inclusive, fresh, and fun. By integrating elements of India’s dynamic street culture—such as music, art, and urban influences—Kingfisher Flavours embodies the spirit of the new generation.
With the rising interest in more refined and sessionable beers, Kingfisher Flavours is an exciting new offering that speaks to the changing dynamics of India’s alcohol market. United Breweries is positioning itself as a key player in shaping the future of beer in the country, continuing to innovate and capture the attention of consumers who are eager for something new and unique.
