A “bold new look” for Indian beer brand Kingfisher is set to be rolled out from next month.
In what KBE Drinks, the company behind Kingfisher in the UK, described as a “major rebrand and repositioning” of the brand, a new font and glassware and new-look labels – all of which are said to convey a “more premium, modern feel” – are due to go live in June.
The rebrand will be backed by a major consumer marketing campaign with the tagline ‘Look up and see the beauty’, which KBE Drinks said aims to encourage people to “be more present in their lives and appreciate the beauty all around them”.
Shaun Goode, chief operating officer at KBE Drinks, said the “colourful and vibrant” new branding reflects Kingfisher’s Indian heritage.
“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,” he said.
“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 backstory.
“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.”