KBE Drinks has unveiled a rebrand of its largest beer brand Kingfisher, set to launch in June.

The supplier says the new look gives the brand a more premium, modern feel to support its expanded sales drives.

It includes new labels and outer packaging as well as new glassware, a new font and PoS for the on-trade.

There will also be a consumer marketing campaign with the tagline ‘Look up and see the beauty’.

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In recent years, Kingfisher has grown in both retail and hospitality, seeing its grocery and convenience sales increase by 65% since 2019, compared to a total beer sales increase of 15%, according to Nielsen.

Shaun Goode, chief operating officer at KBE, said: “We are immensely proud of Kingfisher’s Indian heritage, and we’ve reflected this in our new colourful and vibrant brand creative. Kingfisher is a brand that so many consumers are already aware of and enjoy, so we’re confident they will love the rebrand and be delighted to increasingly find it stocked in their local pub, supermarket or convenience store, as well as their favourite Indian restaurant.

“This new look and feel will really maximise its appeal to those consumers who are looking for an authentic, premium world lager with a genuine backstory. Finally, we’re really excited to be bringing the whole rebrand to life through our ‘Look up and see the beauty’ marketing campaign, which will encourage consumers to think about their well-being, take a digital detox and appreciate the world around them by enjoying real-life experiences that improve mental and physical health, which should really resonate with our target audience.”

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