United Breweries Holdings Limited or UB Group is an Indian agglomerate company having its headquarters at UB City in the city of Bangalore in Karnataka, India. Its primary business includes aviation, beverages, and investments in various segments.

United Breweries Limited has publicized its craft style beer, Kingfisher Ultra Witbier, in New Delhi. The brand is the company’s thrust into the craft and variety segment, which makes it the first non-lager product under the entire portfolio.

The new product made its official entry into the market in Bengaluru and Goa in December 2019. It is manufactured using authentic Belgian wheat beer recipe and has a freshening and sessionable (low-alcohol) taste. The ABV (alcohol by volume) for the product is lower than 5%, brewed using natural extracts of orange, coriander, spices sourced from Belgium and new world fragranced hops from the USA.

Talking about the launch, Gurpreet Singh, head, marketing, United Breweries Limited stated-“As consumer demands are expanding across various categories, it is our duty to offer choice in our portfolio. From the existing markets, we have obtained positive responses regarding Kingfisher Ultra Witbier. Thus, the entry of the craft- styled beer in New Delhi marks our advancing steps into further expanding and bringing our consumers a creative beverage option in the beer category. We are hopeful that Kingfisher Ultra Witbier will prove to be the consumer’s preferred choice within the craft beer segment in New Delhi.”

The product is available for purchase in 3SKUs, a 330ml bottle, a 500ml can and a 650ml bottle, costing Rs 115, Rs 165 and Rs 225 respectively in New Delhi. The packaging has been done gracefully using a blend of old school and modern contemporary graphic design, the wheat hue label is motivated by its signature ingredient.

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