Detailed Marketing Strategy of United Breweries – With Complete Overview

Updated on: Jun 8, 2022
Marketing Strategy of United Breweries - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the detailed Marketing Strategy of Coolberg. In this blog, we are going to elaborate on the marketing strategy of United Breweries – India’s premium alcoholic beer brand. 

The objective is to learn and gain insights into United Breweries and how it became India’s oldest alcoholic beer brand and United Breweries aims to become the oldest premium alcoholic and non-alcoholic beverage industry in India. 

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of United Breweries by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence. 

Digital Marketing Academic Challenge 2024 - DMAC

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.


Quick Stats on 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


Marketing Strategy of United Breweries - Campaign 1

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. 


Marketing Strategy of United Breweries - Campaign 2

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

Marketing Strategy of United Breweries - SEO

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

Marketing Strategy of United Breweries - Influencer

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

Marketing Strategy of United Breweries - Mobile App

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.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in United Breweries Marketing?

In conclusion, United Breweries is not much included in marketing strategies like SEO, eCommerce, Influencer, SMM etc but the brands which come under United Breweries are fully integrated into implementing these strategies. 

Marketing is one of the pillars of any business, and currently, this pillar goes through rapid change. With the increasing importance of digital marketing, learning about the growing field is a crucial step. 

Digital Marketing is extremely important in today’s age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of United Breweries has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of United Breweries, check out our IIDE Knowledge portal for more fascinating case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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