The beer market is all about the craft business today. We have new players coming in who are brewing seasonal flavours at boutique breweries/microbreweries to provide the best and most innovative flavours a beer can offer at a given time. Since the production is done on a smaller scale, the brewers get to experiment with flavours, aromas and branding, thus appealing to the current market.
Kingfisher, one of the most popular beer brands in the Indian market, expanded its product portfolio by introducing 0% alcohol beverage Radler to participate in the rising trend of no-alcohol beverage consumption. On the sidelines, the brand had been eyeing the craft beer segment in the country.
Though the news was making rounds in the market, it did come as a surprise to many when Kingfisher introduced Ultra Witbier as its official entry into the craft beer segment. Many were not expecting a giant beer company to enter this small share of the beer market.
Marketed as a wheat beer, with less than 5% ABV, Ultra Witbier is brewed using the authentic Belgian wheat beer recipe. Golden-yellow hued with an aroma of fruits, the beer imports most of its ingredients – spices from Belgium and hops from the US. The brew is a flavoursome product of all-natural extracts of orange, hops and coriander with other spices.
The beer has been launched in Goa and selective regions of Karnataka, with the brand aiming for a country-wide presence by mid 2020. The next move is to launch the beer in the Mumbai, Pune, and Gurugram markets.
Kingfisher Ultra Witbier is available in 500 ml cans (approx. INR 150) and 330 ml and 650 ml bottles (approx. INR 110 and INR 185).
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