KBE Drinks revamps Kingfisher with a new look and marketing campaign

KBE Drinks has announced a major revamp for its biggest brand, Kingfisher.

The bold new look is designed to give a more premium, modern feel to the brand and will support its continued drive into wider sales channels. The rebrand includes new-look labels and outer packaging, as well as new glassware, a new font and PoS materials for the on-trade.

A consumer marketing campaign with the tagline, ‘Look Up And See The Beauty’, will encourage drinkers to be more present in their lives and appreciate the beauty all around them.

As India’s number one beer, Kingfisher initially found UK success in the Indian restaurant channel due to its quality and authentic Indian heritage. However, in recent years as the trend for premium world beers has really taken off, KBE Drinks has been increasingly seeding the brand outside this occasion.

The brand is now served in pubs and bars across the country, is the official beer of Premier League Southampton FC, has been sold at festivals including Bestival, Isle of Wight and Taste of London, and enjoys success within both the grocery and convenience channels, where its sales have grown by 65% since 2019 (Nielsen). This contrasts with 15% growth of total beer sales in this period.

Shaun Goode, chief operating officer at KBE Drinks, comments: “We are immensely proud of Kingfisher’s Indian heritage, and we’ve reflected this in our new colourful and vibrant brand creative.

“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.”