Kingfisher Beer Europe rebrands as Kingfisher Drinks

Kingfisher Beer Europe has rebranded as Kingfisher Drinks.

The company was set up over 30 years ago to distribute India’s number one beer, Kingfisher, to the UK and throughout Europe.

However, in the last few years the business has evolved and the name no longer felt relevant to its commercial scope. Firstly, the company’s portfolio is no longer restricted to beer – with Peacock Cider, Makai Spiced Rum and 5 Walla Cream Liqueur important strategic brands. Secondly, the company’s footprint extends far beyond Europe. Nevertheless, Kingfisher Beer remains the flagship brand.

Whilst the name has changed, the ethos has not: supplying customers and ultimately consumers with a selection of high quality, differentiated drinks brands. This strategy has proved successful as sales have grown by 67% since 2017, and Kingfisher Drinks now boasts a portfolio of brands that includes Sagres from Portugal, Yeastie Boys from New Zealand and its more recent addition, the super-premium Japanese lager, Sapporo. The company is looking to build on this success with a rapidly growing sales function led by new sales director Dave Pickering.

Pickering started his career in wine and then moved into champagne, spirits and beer, working in the UK, France and Spain. With over 15 years’ experience in the drinks industry, he has been driving sales and motivating teams across the on-trade, off-tade, and export markets, working for global companies including Cellar Trends, ABUK, Champagne Duval-Leroy and Grupo Codorníu.

Commenting on his new role, Pickering says: “This is the most exciting portfolio of brands I have ever sold, and they feel perfectly aligned to the current market dynamics. Combining the brand portfolio with the team we have in place here, I’m confident the next few years will see even greater growth for Kingfisher Drinks.”

Shaun Goode, chief operating officer at Kingfisher Drinks, adds: “This rebrand is the latest step for a company that has been rapidly evolving since 2016. Outside of the name change, the new visual identity gives us a more contemporary feel that helps tell our story of global discovery.”