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Updated on: Sep 17, 2024
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About Company
United Breweries was founded in South India, the oldest of which, Castle Breweries, dates back to 1857. Later on, in 1915 it was renamed United Breweries. United Breweries is the oldest Indian company that manufactures non-alcoholic and alcoholic beers to establish a new drink genre that India has never seen before 1857. After a long hustle done by the company, United Breweries is in the market with a good reputation. United Breweries have now become India’s premium brand in the non-alcoholic and alcoholic beer sector.
United Breweries launched different flavour beers with a pleasing and soothing taste, Kingfisher Ultra Witbier, Kingfisher Strom, Kingfisher Blue, Heineken, Sol, Bullet and many more.
The company has a good appeal to a wide range of customers, especially the teetotallers and toppers who can chill with their friends and family at clubs.
The company was bought by the late Mr Vittal Mallya in 1947, and since then, has constantly tasted success and Norway looked back. Moreover, all of the outlets dealing with selling beer in India, sell at least one brand from United Breweries.
| CEO | Rishi Pardal |
|---|---|
| CMO | Debabrata Mukherjee |
| Area Served | Worldwide |
| Industry | Craft Beer, and Food and Beverage |
| Market Share/ Revenue | 1.71TCR |
| Vision | To bring all Spirits businesses together and create “United Spirits” |
| Tagline | Divided by Teams, United by Kingfisher |
Marketing Strategy of United Breweries
Let’s learn about the marketing strategy of United Breweries! And how United Breweries carries the marketing campaign etc.
Segmentation, Testing, and Positioning
The target audience is mainly millennials from the drinking age to the late 60s. This is the age where most people have the urge to drink and that’s when United Breweries comes in. It serves as an alcoholic and non-alcoholic beer that serves the purpose of drinking which makes teetotallers and toppers the happiest.
United Breweries initiated the process of test marketing in 1857 by serving limited bottles of beer in some parts of India. After great responses from customers, they started the distribution all over India. United Breweries serves verified beer with a soothing taste, Kingfisher Ultra Witbier, Kingfisher Strom, Kingfisher Blue, Heineken, Sol, Bullet and many more.
United Breweries made its positioning in the market by being the oldest alcoholic and non-alcoholic beer brand in India. India is known for people with fun-loving nature, drinking beer is many people’s choice. United Breweries made sure that people can drink at parties and on occasions.
Marketing Campaigns
#InvestInOurPlanet
United Breweries are committed to brewing a better world. #InvestInOurPlanet is a campaign they conducted to preserve the world by various means. From 2021-to 2022 they implemented six water conservation projects across India intending to enhance agricultural productivity and water usage and boost the livelihood of farmers.
United Breweries also contributed to the forest sector. They planted more than 75k plants of 75+ different native species on the 5 acres of land to improve the biodiversity in Aurangabad, Maharashtra.
#UBLfightsCOVID
During the huge pandemic, UBL contributed by providing 20 oxygen cylinders, 2 ventilators and 8 multi utility monitors to the different hospitals in South India. They helped the covid+ employed in different ways.
The company can be found on all major social media platforms like Facebook, Instagram, LinkedIn and Twitter.
SEO Strategies
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, United Breweries have 3k+ organic keywords which are good. That means the digital marketing of United Breweries is gaining a good number of insights.
Also, the traffic per month is around 60K+ which is good. Hence, United Breweries SEO strategies are great because they are working hard enough to keep their brand soaring in the Google organic SERP results.
Social Media Marketing
Facebook: On Facebook United Breweries page has 3,337 followers.
Instagram: On Instagram, you can’t find United Breweries.
LinkedIn: On LinkedIn United Breweries page has 96,000 followers.
Twitter: On Twitter, you can’t find United Breweries.
In Social Media, LinkedIn has the most followers for United Breweries. The type of content they produce on these social media is both promotional and informational. They also post the vacancy for the post. On Facebook, they mostly post about their past achievements, ongoing projects and plans.
Influencer Marketing
United Breweries’ one of the popular brands Kingfishers are the main sponsor of the IPL. They get very strong customers from this partnership and also get a good amount of brand awareness. Kingfishers have done campaigns with the IPL teams posting content on their various channels.
Mobile App of United Breweries
United Breweries has a phone app named UBL outlets where you can order draught beer by login into their application. This application requires the outlet to be registered as per the pre-defined process.
Content Marketing Strategies
When it comes to content, they are primarily active on social media platforms such as Facebook, and LinkedIn. On their YouTube channel, named Kingfisher Packaged Drinking Water we can find promotional ads and social campaigns about KIngfisher and other brands and how one should approach them. But they lack blogs and article marketing. We can’t find any kind of blog or articles on their website. It will be better if they focus a little more on this strategy so that they will get more organic visitors to their website.
This ends our elaborative marketing strategy of United Breweries. Let us conclude our learning below from the marketing strategy of United Breweries.
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Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.