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United Breweries launches Kingfisher Ultra MAX.

A refined, premium strong beer for those looking to live to life to the MAX.

National, June 2015

unnamedUnited Breweries Limited has launched Kingfisher Ultra MAX, a higher-alcohol variant of its hugely successful premium beer brand Kingfisher ULTRA, catering to Indian beer drinkers’ evolving taste for a refined premium strong beer. Kingfisher Ultra MAX, undergoes a slow-brewing process and a prolonged maturation, using fine imported pilsen malts to produce a smooth, crisp and refined strong beer, with a distinct and pleasant malty note.

With a simple and bold tagline that reads ‘MAXIUMUM TASTE. MAXIMUM LIFE’, Kingfisher ULTRA Max promises a bold yet refined taste, for those who believe in living life to the fullest.

Each facet of the brand offering ranging from its unique taste to contemporary packaging spells class, elegance and sophistication. Kingfisher Ultra MAX stands out with striking black and gold graphics, designed by the London-based Claessens International, featuring the iconic kingfisher bird soaring skywards. The brand will be available in 650ml and 330ml bottles with the added convenience of a ring-pull cap. A 500ml can will complete the SKU offering in the launch phase.

In line with its premium positioning, world-class brew and distinct packaging, Kingfisher Ultra MAX will be priced at the top end of the beer pyramid, making it the most premium strong beer brand in the country. In Bangalore, the brand retails at Rs 150, Rs 120 and Rs 90 for the 650ml, 500ml and 330ml SKUs respectively.

Commenting on the launch, Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited, said, “The market for higher alcohol beers has been growing consistently over the years, and continues to develop both in terms of volume and salience to the total market. The Indian Beer drinker today is seeking differentiation in terms of a more refined taste and palate, and is willing to pay for this added value. Re-enforcing our commitment to providing the best to our consumers, we have launched Kingfisher Ultra MAX as an extension of our hugely successful Kingfisher ULTRA brand, and now the Indian beer drinker, can enjoy a distinctive, refined beer packed with a punch.”

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