 "Kingfisher Radler, the UB group’s non-alcoloholic brand, was piloted in Gujarat, a state where liquor is banned and Karnataka, its home state")
For the second time in its lifetime, Brand Kingfisher is campaigning for a perception shift. First, after the debacle of Kingfisher Airlines and the flight of its high-profile former owner Vijay Mallya, the UB Group sought to distance the brand from its past and keep the focus on what it is universally recognised for, beer. And now, as it prepares for the all-India launch of its first non-alcoholic product, Kingfisher Radler, the group wants consumers to think beyond beer when they think Kingfisher.
Given Kingfisher’s, near-generic identification with beer, this is a tough call. The company is aware of that said
