KBE Drinks, the premium world beer and cider company, has announces a major new rebrand and repositioning for its biggest brand, Kingfisher, which goes live in June.
The bold new look offers a more premium, modern feel to the brand and will support its continued drive into wider sales channels.
The rebrand will include new look labels and outer packaging, as well as new glassware, a new font and POS materials for the on trade.
The rebrand will be supported with a heavyweight consumer marketing campaign, which will feature the tagline ‘Look up and see the beauty’ front and centre.
“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,” ,” Shaun Goode, chief operating officer at KBE Drinks, said.
It is now served in pubs and bars across the country, is the official beer of Premier League Southampton FC, has been sold at festivals and enjoys huge success in the off-trade, within both the grocery and convenience channels, where it’s sales have grown by 65 per cent since 2019 (Nielsen, March 2022) whereas total beer sales have grown just 15 per cent in this period.
“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,” Goode added.
“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 well-being, 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.”
Kingfisher taps into all the relevant consumer trends impacting on world beer, including health (it’s suitable for vegans and vegetarians), premiumisation, authenticity and experience. It’s is a clean, crisp and refreshing lager that uses the finest Saaz hops to give the beer its light bitterness and earthy herbal notes.