Vijay Mallya-owned United Breweries Ltd, home to the largest selling beer brands in the country, today launched Kingfisher Ultra, a premium mild beer in Chandigarh. With this launch, the company aims to garner a 5 per cent market share of the premium mild beer market in Chandigarh and Punjab in next 3-4 months.
Out of the total beer market in India, which stood at 190 million cases last financial year, the mild beer constitutes 20 per cent. And further, 75 per cent of the total market is dominated by premium mild beer.