Now, Kingfisher Beer gets ready to fly!

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Vijay Mallya - the King of Good Times, we all know, has been busy acquiring stakes wherever possible! Well, now it’s his beer’s turn (Kingfisher Beer from Mallya’s United Breweries Limited) to spread its wings far and wide. We hear that by the end of this year, or early next year, one will be able to raise a toast to Kingfisher in France, Finland, Portugal and Canada. The brand is already available in the United Kingdom, where it is distributed by Scottish & Newcastle and sells about 2.5 million cases annually. It is well known that Kingfisher is a big hit in pubs and bars. In countries like France and Portugal, where the club/pubs culture is very strong, the beer brand is expected to make good inroads. In Canada, there is the added incentive of many Indians living there – so Brand Kingfisher is bound to have great recall! One other reason why the brand will be taken overseas in a big way is because as more and more Indians travel abroad, they would like to see more of their brand in other countries. Moreover, with a rapid increase in the number of foreigners coming to India either for business or on holiday (and hop on to a Kingfisher Airlines flight – how’s that for good branding?!), the global audience is also getting familiarized with Kingfisher – and wouldn’t be averse to buying the brand! Finally, with Mallya en route to becoming a name to be reckoned with in the global marketplace, it is only fitting that his beer brand does the rounds all over the world! This is just the beginning of Kingfisher Beer’s success flight!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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