Kingfisher Blue marks its entry into Andhra Pradesh

Hyderabad, February 25th, 2013 Kingfisher Blue - a fresh, clear and crisp beer from the house of United Breweries Limited was launched today in Hyderabad amidst lots of excitement and adrenaline rush. With an alcohol content of 6%, Kingfisher Blue has a striking balance between malted barley and hops that gives it a distinctive and soothing taste.

Kingfisher Blue is targeted at young individuals who are stylish, sporty, self-assured, ambitious and confident, and who don’t fear making those out-of-the-line choices. The brand has a strong association with adventure and meets the aspirations of those consumers whose idea of fun and liberation is indulging in high adrenaline rush activities.

The brand will initially be available in twin cities - Hyderabad and Secunderabad and will have a State level presence by April’13. The brand is available in pack sizes of 650 ml bottle and 330 ml pint priced at Rs.95/-and Rs.55/- respectively. The packaging is contemporary where metalized labels stylishly hug the amber bottles assembled in multi colored cartons.

Commenting on the launch of the brand, Mr. Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Limited, said, “We are excited to bring Kingfisher Blue to Andhra Pradesh which is one of the largest markets for beer in India. Kingfisher Blue is a fresh and easy to drink beer with a clear, distinct and crisp taste. It appeals to youth with a taste for an active, outdoor and adventurous life. Andhra Pradesh holds a lot of promise for Kingfisher Blue and we are confident of replicating the national success of this iconic brand here as well. Kingfisher Beer is the undisputed leader and we expect to further strengthen this position in the state with the launch of Blue.”

About Kingfisher Blue: Launched in 2008, Kingfisher Blue is a premium beer from the house of United Breweries Limited. With its unique differentiated taste, contemporary packaging and youthful imagery, the brand broke new ground amongst youth of the country.

Targeted at the adventurous, bold and sporty youth, the brand clearly stands out as the beer with loads of attitude. It is strategically positioned as the beer for the young beer drinkers who seek adventure, thrill and escape from the normal, mundane routine of everyday life. The campaign Blue Freedom epitomizes this positioning.

The positioning today has helped the brand create a unique niche for itself in the cluttered beer market, while its invigorating taste, clean mellow texture and sparkling golden color got consumers hooked from the first sip! Today Kingfisher BLUE is available in most of the markets across the country.