UB Group launches all season beer countrywide

Vijay Mallya-led United Breweries (UB) Group today launched the all season 'Kingfisher' beer across the country and said it aims to sell 8-10 lakh cases of the newly launched beer in 2010-11.

Priced at Rs 60 a bottle, the 'Kingfisher Red' is developed following a unique process whereby the beer is golden light oaky brown and can be consumed even at 14-17 degree Celsius without any change in the taste of beer.

"This new beer has been developed through a unique process which does not require chilling and can be consumed even in winter and rainy season when usually the sale of beer declines significantly," company's Senior Vice-President Samar Sheikhawat told reporters here today.

"We are aiming to sell 8-10 lakh cases of Kingfisher Red in one year alone," company's General Manager Prem Korah said, adding this new beer would be produced at its Ludhiana's plant.

At present, the total market size of beer in the country stands at 200 million cases, growing at 7-8 per cent.

UB Group is eyeing to sell 100 million cases of beer by the end of current fiscal against 83 million cases sold in 2008-09.