Strong yet smooth beer marks UBL’s push for growth and premiumisation
Bangalore-based United Breweries (UBL), part of Heineken’s alco-beverage portfolio, is turning optimistic on the medium-term outlook for India’s beer market, aiming to revive growth after a challenging year. Central to this strategy is Kingfisher Smooth, a new variant under its flagship Kingfisher brand. The product has been introduced in Rajasthan, with plans for nationwide expansion over the next 12 months.
Designed to appeal to younger legal-age consumers, Kingfisher Smooth offers a strong yet smoother drinking experience. According to a regulatory filing, it is brewed using imported hops and contains no added sugar, delivering a balanced taste while retaining the strength associated with Kingfisher beers.
Speaking about the new product, Vivek Gupta, MD and CEO of United Breweries, said, “Consumers are looking for more sessionable beer. Consumers are looking for beer which doesn’t give them after smell. They are looking for something which is strong but still give them some smooth feeling. Over last 18 months of research and lot of iterations, we have now come with a winning recipe which is actually going to appeal to young consumers.”
Gupta added that Kingfisher Smooth will play a key role in recruiting younger consumers and expanding the overall beer category. Management highlighted that around 23 million consumers enter the legal drinking age every year, with many open to experimenting with alcoholic beverages, often starting with beer.
Vikram Bahl, Chief Marketing Officer, noted, “The strong beer segment continues to dominate beer consumption in India, and as drinking occasions diversify, we are seeing more consumers seek smoother, more approachable strong beers that are easier to enjoy without compromising the familiar taste they value.”
UBL expects the beer category to grow around 5–6 per cent this year, an improvement over last year’s slower growth, while the company aims to outpace the overall market. The pace of recovery, it said, will depend on policy frameworks adopted by state governments, with UBL actively engaging through industry associations to highlight the role of beer within the alco-beverage segment.
Premiumisation remains a bright spot. United Breweries said premium beer growth has outpaced the rest of its portfolio despite challenges in some states due to high prices and weather disruptions. Brands such as Ultra and Heineken Silver, along with expansion of localised premium production, helped the premium segment grow over 20 per cent in 202, a momentum expected to continue into 2026.
Kingfisher Smooth will be available across leading retail outlets in Rajasthan, priced at Rs 100 for a 330 ml bottle, Rs 145 for a 500 ml can, and Rs 185 for a 650 ml bottle.
