Kingfisher Is Partnering Up With Freedom Brewery To Create an IPA
Here in India, Kingfisher is synonymous with an affordable, quality lager (and possibly kegs of draught). However, in the UK, Kingfisher is changing tack and partnering up with Freedom Brewery to create an IPA that’s specifically meant to be enjoyed with Indian food (Arg would probably love it).
According to Kingfisher, the Bombay Bicycle IPA will launch in July 2018 and will initially be available exclusively in Indian restaurants in the UK. The IPA will have “citrus and tropical fruit notes and a bitterness that is said to enhance the spice and heat of Indian food.”
John Price, head of marketing at Kingfisher Beer Europe, said: “Consumer habits are constantly evolving and the UK’s 7,000 licenced Indian restaurants need to offer choice and variety to meet these needs.
“Whilst the majority of consumers are still looking for a cool, crisp lager to match with their madras, there are many people now looking for a more flavourful beer to complement their korma. Kingfisher beer is available in nine out of ten Indian restaurants and we are well placed to establish a craft brand within this important trade sector.”
Kingfisher said the reaction to the IPA has been “hugely positive” and enlisted the help of a few Indian Chefs in order to help in the development process. Celebrity chef Dipna Anand said: “I am very proud to have helped Kingfisher to develop this excellent beer and I look forward to supporting the launch plans.”