Kingfisher Draught Beer

Kingfisher was taking an adventurous step and creating a whole new category of beer—CANNED DRAUGHT BEER for the very first time. How would it differentiate itself from the regular canned beer and convince the hardcore pub drinker that here was his take-home draught beer with the yummy fresh taste of the pitcher ?

A huge opportunity to capture an experience and brand it. We needed to capture this concept of the pitcher beer category in a brand. For a beer drinker, draught beer was a category that had several emotional connotations. It was a buddy drink enjoyed for its fresh taste in the cosy environs of a pub among the comforting chatter of friends. You let your guard down and allowed yourself to relax and enjoy in an atmosphere where everyone was on equal terms. There was no style statement to be made, no judging your tastes in drinks.

The Kingfisher Draught beer recreated the environs of the pub at home for the beer buff. We chose a TALL CAN to tell the story of the ‘fresh beer from the pitcher’. It immediately brought out the association of a beer mug or the tall beer glass handed out in a pub. A mug that never runs out of beer! The tall can helped to create a clear differentiator within the canned beer category. Its pale amber yellow held out the promise of fresh taste, of beer straight from the keg.

How the Kingfisher draught took shape was a clear departure from its other siblings in the format and style we explored. As a new brand category within the beer territory it broke the mould. For the drinker, the vertical typeface and the tall can spoke of an attitude—unpretentious, casual and young at heart.The buzz in the graphics in the form of sunburst added the energy and the fun facilitated by a draught.

Kingfisher Draught, also translated now to “Fresh” a strong variant has become, undisputedly, one of United Breweries most successful launches of a new product and category.