King Fisher

Essay by raviranbirUniversity, Master'sD+, September 2011

download word file, 2 pages 0.0

Brand Chosen: 'KINGFISHER BEER-The king of good times'


Beer is the world's oldest beverage .It is also the most widely consumed alcoholic beverage and the third most popular drink overall after water and tea. It forms part of the culture of many nations, and has acquired various social traditions and associations. It is consumed in countries all over the world. Sale of beer is four times that of wine and in most societies, beer is the most popular alcoholic beverage. Today, the brewing industry is a global business, which consists of several dominant multinational companies and many thousands of smaller producers. More than 133 billion liters (35 billion gallons) are sold per year-producing total global revenues of $600 billion (£467.7 billion) in 2010.

UB Group and Kingfisher

United breweries group has a portfolio of several brands which spreads across all segments of the market.

It forays into a very diverse field that consists of International trading, breweries, aviation, engineering, fertilizers. The growth of the United Breweries has outpaced its competitors in the beer segment in India and it continues to grow steadily due to its various efforts in enhancing consumer experience and capturing customer delight. The various Kingfisher beer brands are

Kingfisher Blue - Premium Beer

Kingfisher Strong - Strong Beer

Kingfisher Premium - Mild Beer

Kingfisher Ultra

Kingfisher Draught

The various competitors who are giving Kingfisher a run for their money are foreign players like Budweiser, Carlsberg, Tuborg, Heineken, Corona etc. Among Indian brands Haywards and Royal Challenge are the major players.


It is India's first global consumer brand.

It is the largest selling brand in India and commands more than 50% share in the beer market in India.

It uses very good quality raw materials to maintain the high...