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United Breweries forays into non-alcoholic beverage with Kingfisher Radler
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Thursday, 11 October, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 United Breweries Limited has announced its foray into the non-alcoholic beverage segment with the launch of Kingfisher Radler in Ahmedabad, Gujarat.
According to the company, the product brings a new outlook to the soft drink category, a 100% natural drink that contains 30% less sugar than carbonated soft drinks. Every sip is a perfect blend of fresh barley malts and natural lemon juice.
It adds, the product caters to a segment of health-conscious, young adults who are on the lookout for a refreshing new alternative.
Commenting on the occasion, Ramesh Vishwanathan, chief new business officer, United Breweries Limited, said, “United Breweries is widening its product portfolio and addressing new consumers and new consumption occasions. This product category, malt-based non-alcoholic beverage, is growing fast in Europe and we are pioneering the effort in India. The product would be made widely available across outlets carrying soft drinks, through our new distribution network for non-alcoholic beverages.”
The brand’s 360-degree communication will dramatise Kingfisher’s historic entry into ‘non-alcohol’ moments and settings. Especially high on the list is a series of light-hearted, compelling TV commercials, fizzing with freshness.
The product will be available in three flavours - lemon, ginger-lime and mint-lime. It will be offered in two formats - a 300 ml can and a 300 ml glass bottle, with a ring-pull cap. The 300 ml cans will be priced at Rs 45.
As part of its test-launch strategy, the product will be launched in the companies’ home state of Karnataka; and for the first time ever in Gujarat.
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