Kingfisher is known for doing things differently and unlike any other brand. As a market leader, Kingfisher has dominated the segment for years and continues to provide its consumers with the best of products. Keeping this in mind, United Breweries launched Kingfisher ULTRA in Q3 of 2009, a premium extension of its larger than life brand Kingfisher. Kingfisher ULTRA is a super premium beer launched in this newly emerging and potentially promising segment. Kingfisher ULTRA is a beer that is distinctive in taste and comes in a unique new packaging that the consumer can actually touch to feel the difference
Launched in Mumbai on 18th September 2009 in true Kingfisher style with glamour and glitz at TOTE, the most happening night club to open on the same night in the city, Kingfisher ULTRA is now available in Thane, Pune and Bangalore and will be extended to other cities of the country soon. Currently, Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles, in the most differentiated packaging in the market. The embossed flint bottle, with the ring pull crown and the gold metalized neck and front label is one of the best packaging designs amongst beers to be seen in the Indian market in recent times.
There is a growing super premium beer segment in the country with international players like Carlsberg, Heineken and Budweiser coming in over the last couple of years. The Indian consumer has also changed in his demands and with the increase in disposable incomes is showing keenness to upgrade in everything he uses. He is ready to pay a premium for the best and demands the best. Kingfisher ULTRA is a high end brand from the house of United Breweries that offers the consumer the assurance of the best quality, the best taste and the most differentiated experiences across every consumer touch point.
With national activations based on two prominent genres of entertainment – movies and music, aptly named REEL NITES and SOUL FLYP respectively, being rolled out across the cities of launch, Kingfisher ULTRA gives its consumers differentiated experiences through these entertainment properties that it owns. Apart from these Kingfisher ULTRA has also launched various other activations and promotions across retail and non- retail outlets which have been met with positive response amongst its consumers.
Kingfisher ULTRA is about people experiencing their next high in life. It is a beer for the classy, modern, urban, confident, independent, self assured consumer. It is for those who wants the best and deserve the best.
Kingfisher Ultra. Touch It. Feel It. Taste It.