Mumbai: United Breweries, the country's largest beer and liquor major, on Sunday said it would soon expand its presence in new markets with its premier brands Kingfisher Ultra and Kingfisher Red.
   
"The Kingfisher Ultra, which is our super premium mild beer brand, will be extended. It is currently available in 11-12 markets and we will be expanding it to 15-20 markets," UB Group Vice-President for Sales and Marketing Samar Singh Shekhawat said here.
   
"The Kingfisher Red, a premium strong beer brand, is currently available in the North and the East. In the next 12 months we will see both the West and the South getting covered," he said.
   
The company recently launched locally brewed and bottled global beer brand Heineken from its brewery at Taloja, near here, Shekhawat said.
   
Heineken and the UB Group had inked an agreement in 2008 and started selling the imported beer in the country a year ago. The product is at present available in Mumbai, Thane, Pune, Banaglore, Kolkata and Goa. The locally brewed Heineken will be available in about 15 cities in the next two years.
   
The domestic beer market is 230 million cases per annum, of which 80 percent is strong beer and the rest is mild super-premium category.
   
"Of all the premium mild beer market, where Heineken is available, it has got 4 to 5 percent market share in the premium mild beer market," Shekhawat said.

UB expects to capture 5 percent of the total 20 percent mild super-premium category in the 15 cities where Heineken will be available in the next two years.
   
Heineken, among the top five best-selling beers in the world, is available in over 170 countries.
   
Shekhawat, however, declined to share details of the UB Group's advertising spends even as the firm spends in promoting its brands through sporting events, including extravaganza Formula One.
   
"The entire advertising spend that we have on the Formula 1 activation is the third largest marketing for the whole year. How much we spend on advertising I cannot tell you as that is confidential. The IPL (Indian Premier League) is the biggest. The entire sporting activation marketing is the single largest platform," he said.
   
The Vijay Mallya-promoted UB Group owns the Royal Challengers Bangalore, a team that participates in the IPL.


(Agencies)