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Kingfisher Ultra arrives in the UK

Kingfisher Ultra arrives in the UK

Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.

Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.


Consumers are generally drinking less but better these days, so Ultra responds to that need perfectly. In India, the brand has built its reputation on tapping into premium associations, such as sponsoring premium festivals like the Sunburn festival in Goa, as well as fashion shows and other top end events which typically attract more affluent consumers who appreciate the finer things in life and are willing to spend more.

“We are delighted to introduce Kingfisher Ultra to the UK market," said Andy Sunnucks, Senior Brand Manager. "Those who have been lucky enough to try it in India will know that it is the gold standard! In fact, since launching in its home market back in 2009, Kingfisher Ultra has taken India by storm, becoming a bedrock of premium occasions, so we’re excited to confirm that it’s now the UK’s turn! Imported directly from India, Ultra really hits the spot with its light crisp taste and smooth finish and is the perfect addition to our growing Kingfisher portfolio. A year ago, we introduced Kingfisher Zero into the no and low category, so along with the original Kingfisher Premium, Kingfisher Ultra will complete our offer which now suits a wide range of consumer tastes.”

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The complaint, made by a member of the public, raised concerns that the display, which featured the marketing slogan “wine for drinking, not overthinking”, may encourage irresponsible and immoderate consumption.

The Panel considered whether the point-of-sale material could encourage irresponsible or immoderate consumption, under Code rule 3.2(f) as raised by the complainant.

The Panel discussed that "overthinking" was generally perceived to have negative connotations and expressed concern that the line "wine for drinking, not overthinking" in isolation, could be misconstrued as encouragement to drink without due care and attention. However, the Panel stated that it was important to consider the line in the context of the overall impression conveyed by the marketing.

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The Panel considered that the brand identity provided a certain level of context to the intended meaning of the line but that there was an element of ambiguity which could have been made clearer as to the intended meaning of ‘overthinking’. On this point, the Panel warned producers that where marketing was ambiguous it could lead to an unintentional breach of the Code.

After much deliberation, the Panel concluded that while the wording was very close to the line of acceptability, the marketing material did not encourage immoderate or irresponsible consumption. Accordingly, the Panel did not find the point of sale material in breach of Code rule 3.2(f).

The Panel also considered whether the point of sale material urged a rapid or ‘down in one’ style of consumption, in breach of Code rule 3.2(g). The Panel assessed the rest of the marketing material and considered that it did not contain any cues which suggested a consumer should drink rapidly or encouraged a ‘down in one’ style of consumption. On that basis, the Panel concluded that the material did not breach Code rule 3.2(g) and accordingly did not uphold the complaint.

On being notified about the complaint, the company voluntarily removed the display and confirmed it would not use the phrase in future campaigns.

“While the Panel didn’t uphold the complaint in this instance, they still considered the wording of the point-of-sale display very close to the line of acceptability," said Chair of the Independent Complaints Panel, Rachel Childs. "It’s important for producers to be aware that ambiguous marketing could lead to unintentional breaches of the Code and I am grateful to the producer in this case for removing the campaign voluntarily which demonstrates their commitment to responsible marketing.”