Kingfisher Beer Europe to rebrand as Kingfisher Drinks

Kingfisher Beer Europe announced today a rebrand to Kingfisher Drinks. The company was set-up over thirty years ago to distribute India’s number one beer, Kingfisher, to the UK and throughout Europe. However, in the last few years the business has been through a dramatic evolution and the name no longer feels relevant to its commercial scope. Firstly, the company’s portfolio is no longer restricted to beer, with Peacock Cider, Makai Spiced Rum and 5 Walla Cream Liqueur all important strategic brands. Secondly, the company’s footprint extends far beyond Europe, exporting across the world to markets in North America, South America, Africa and the Middle East. However, Kingfisher Beer remains the flagship brand and, as one of the world’s most popular beers, provides the company with great prestige and awareness.

A Kingfisher spokesperson said that as the premiumisation trend continues unabated, consumers continue to demand more interesting replacements for their current repertoire of household brand names, whether drinking at home or out in pubs, bars and restaurants. To that end, Kingfisher Drinks scours the globe in search of intriguing brands to bring back to the UK and Europe.

This strategy has proved successful, with sales up by 67 per cent since 2017, despite the pandemic and difficult market conditions, and Kingfisher Drinks now boasts a portfolio of brands that includes Sagres from Portugal, Yeastie Boys from New Zealand and its more recent addition, the super-premium Japanese lager, Sapporo. The company is looking to build on this success with a rapidly growing sales function now led by new Sales Director, Dave Pickering.

Dave began his career in wine and then moved into champagne, spirits and beer, working in the UK, France and Spain. With over fifteen years’ experience in the drinks industry, he has been successfully driving sales and motivating teams across the On-Trade, Off-Trade, and Export markets, working for a host of leading global companies including Cellar Trends, ABUK, Champagne Duval-Leroy and Grupo Codorníu.

“This is the most exciting portfolio of brands I have ever sold, and they feel perfectly aligned to the current market dynamics," he said. "Combining the brand portfolio with the team we have in place here, I’m confident the next few years will see even greater growth for Kingfisher Drinks.”

Shaun Goode, Chief Operating Officer at Kingfisher Drinks, added, “This rebrand is the latest step for a company that has been rapidly evolving since 2016. Outside of the name change, the new visual identity gives us a more contemporary feel that helps tell our story of global discovery.”