Indian lager brand Kingfisher beer has unveiled a major brand refresh ahead of an upcoming marketing campaign, set to go live in June, which will aim to create a more modern, premium image for the brand.
The £1 million campaign will be pushed out under the ‘Look up and see the beauty’ brand platform and will also entail revamped labels and outer packaging alongside new glassware, a font change and point-of-sale materials for on-trade as the Bangalore-based brand looks to push itself into wider sales channels.
Having initially found success in the UK market via Indian restaurants, the beer is increasingly branching out across Britain into pubs, bar and retailers as the demand for world beer grows.
Kingfisher’s retail sales alone have grown by 65% since 2019 and it is now sold at major events such as Bestival, the Isle of Wight Festival and Taste of London.
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“We are immensely proud of Kingfisher’s Indian heritage, and we’ve reflected this in our new colourful and vibrant brand creative,” KBE Drinks chief operating officer, Shaun Goode said.
“Kingfisher is a brand that so many consumers are already aware of and enjoy, so we’re confident they will love the rebrand and be delighted to increasingly find it stocked in their local pub, supermarket or convenience store, as well as their favourite Indian restaurant.
“This new look and feel will really maximise its appeal to those consumers who are looking for an authentic, premium world lager with a genuine back story.
“Finally, we’re really excited to be bringing the whole rebrand to life through our ‘Look Up And See The Beauty’ marketing campaign, which will encourage consumers to think about their wellbeing, take a digital detox and appreciate the world around them by enjoying real-life experiences that improve mental and physical health, which should really resonate with our target audience.”
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