23 October, 2020

Mallya Brews An International Blend

The beer baron is all set to launch Kingfisher in the US. And that's only for starters.

Mallya Brews An International Blend
outlookindia.com
-0001-11-30T00:00:00+05:53

THAT Vijay Mallya loves horses is no secret. And it is no coincidence that a mythical horse with wings is the official emblem of his United Breweries Limited, the holding company of the Rs 4,000-crore UB group. The flying horse is all over his corporate headquarters—from a Hussain on the wall to miniature models in silver, glass, ceramic and metal. And like the miniatures, Mallya's wishes are horses that are seeking to soar across the globe.

Kingfisher, the UB group's most famous beer brand, is gearing to build a nest in the United States, where it will be produced and marketed on both coasts from March 1998. Next stop: South Africa; Kingfisher to be launched in the second quarter of 1998. Other destinations: China, Europe, Sri Lanka and Nepal. And in the UK, where Kingfisher is already the leading Indian beer brand, Mallya has decided to float a 100 per cent subsidiary by buying out the 50 per cent stake of legendary brewer Shepherd Neame (SN) in the UBSN joint venture. Objective: to pump in large sums into marketing Kingfisher as a...

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