Say Kingfisher and you will think of beer as their beverage. But not anymore, as United Breweries Ltd, the country's largest beer maker is coming up Kingfisher Radler, a non-alcoholic drink. Radler will be a lemon-based drink and probably help the brand to establish an identity beyond its beers and also target geographic areas that they haven't entered into. The test of this product will be done in Gujarat, where alcohol is prohibited. Mahua, The Alcoholic Tribal Drink, From Bastar Jungles, Now Available In a Market Near You As Part OF The Government’s Scheme.
Kingfisher was never able to reach this market as per the alcoholic regulation and restrictions in the state. But with Radler, the company will also venture into the soft drinks market. Radler is a blend of lemon juice and imported barley malts. It will be launched in three flavours— lemon, ginger lime and mint lime. A 300ml can will cost Rs 45. It also has 30% less sugar content compared to other carbonated soft drinks in the market. First launched in Gujarat and Karnataka, it will then be taken across the country.
Talking about the new drink, Ramamurthy from UBL said, "Radler is going to target everybody who doesn’t drink beer. And even among those who do, there are a lot of occasions that are non-alcoholic, like during the daytime." A lot of other beer manufacturers already have their non-alcoholic drinks as refreshments beverages in the market. Coca-Cola Interested in Cannabis-Based Drink Meant Not For Intoxication But Pain Relief.
According to Euromonitor International data, the soft drinks market in the country is quite huge. Juices, carbonated drinks, concentrated drinks, energy drinks accounted to Rs 50,000 crore of business in 2017. On comparing to the growth rates with that of beer, the soft drinks grew at a higher rate, while beers were at 3% CAGR over 2013-17. This is based on data from the International Wine and Spirits Research.