United Breweries Ltd, the maker of Kingfisher beer in India, is eyeing the nascent but fast growing super premium beer segment in the country to reinforce its leadership position in a market where per capita consumption of the beverage remains low. The company recently launched its fifth offering in the segment, Amstel from its parent Heineken’s global portfolio. Amstel sits alongside Kingfisher Ultra, Ultra Max, Heineken and Storm. All of them were launched within the last eight years.
UBL has a dominant 40 percent plus share in the overall Rs 56,200 crore domestic market but has a lower 20 percent share in the premium beer segment. Premium beer in India is defined by price as anything that retails at over Rs 120. The super premium category has a mere 10 percent share in the market right now but has been growing by 30-40 percent annually for the last few years. The premium beer segment that forms the meat, 80 percent, of the market has in comparison grown at just 3-4 percent.[…]
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