Kingfisher Drinks is seeking to tap into the growing market for world beers by bringing its Kingfisher Ultra lager to UK shores.
The 5% abv tipple is available now via wholesale and convenience channels in cases of 24 bottles. The supplier declined to give a recommended retail sales price.
The Grocer understands Kingfisher Drinks is in talks with a major multiple about listing the lager from next year.
First launched in India 15 years ago, Ultra was now “one of the country’s fastest growing premium beer brands”, Kingfisher claimed.
It was brewed using a “six-step filtration process and no additives” and offered a “strong but balanced profile”, it said.
Packaged in a clear glass bottle and with a pull-crown lid, the beer had a “premium look and feel”, the supplier added.
“Since launching in its home market back in 2009, Kingfisher Ultra has taken India by storm, becoming a bedrock of premium occasion,” said Kingfisher Drinks senior brand manager Andy Sunnucks. “Imported directly from India, Ultra really hits the spot with its light crisp taste and smooth finish.”
Ultra joins Kingfisher’s flagship namesake premium lager and Kingfisher Zero in the brand’s UK roster.
Read more: We’re not yet at peak premium lager, but we’re getting close
Its launch comes with world lagers growing in popularity in the UK.
Beers such as Madri and Cruzcampo have enjoyed rapidly rising sales in the last two years, leading retailers to bolster their offering with more continental-inspired and world lagers.
In June, Co-op added more than 50 new booze lines with a renewed focus on “premium world beers”.
Thirty-six new beer SKUs were listed, including Cruzcampo, Birra Morretti Sale Di Mare, Via Roma and 1664 Blanc.
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