United Breweries enters into non-alcoholic beverage segment with Kingfisher Radler

The company has first launched Kingfisher Radler in Ahmedabad Gujarat
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United Breweries Ltd (UBL), India's largest beer maker, has entered the non-alcoholic beverages segment with the introduction of its lemon-based drink brand Kingfisher Radler. The company has first launched Kingfisher Radler in Ahmedabad, Gujarat.

Radler is a 100% natural drink containing 30% less sugar than carbonated soft drinks. The product caters to the demand of health-conscious young adults, who are on the lookout for a refreshing new alternative.

Ramesh Vishwanathan, Chief New Business Officer, United Breweries Limited, said, "United Breweries is widening its product portfolio and addressing new consumers and new consumption occasions. This product category, malt-based non-alcoholic beverage, is growing fast in Europe and we are pioneering the effort in India. The product would be made widely available across outlets carrying soft drinks, through our new distribution network for non-alcoholic beverages."

The new product is being launched in three flavours, which includes lemon, ginger lime and mint lime. The drink will be offered in a 300 ml can and a 300 ml glass bottle.

Shekhar Ramamurthy, Managing Director of UBL, said, "The actual market size (and opportunity) of the soft beverages market is much, much larger than the beer market. And there is a bit of fatigue today with existing packaged soft drinks. Consumers are looking for refreshments that are not too sugary and yet taste good."