Queenfisher: Celebrating Sisterhood with a Brew of Empowerment
United Breweries, a subsidiary of the HEINEKEN Company, has launched Queenfisher, dubbed “The Queen of Good Times,” a new venture that pays tribute to the unique and profound connections among women. This initiative is a celebration of the relationships women share with their mothers, sisters, and friends, providing a sense of being seen, heard, and understood through a blend of kindness and tough love.
As a centerpiece of this campaign, United Breweries has unveiled a new lager beer under the Queenfisher brand. Accompanying the launch is a creative reimagining of the iconic Kingfisher calendar, now presented as The Galendar. This new calendar, designed to honor the bonds of sisterhood, features photography by Avani Rai. Each page includes a QR code that, when scanned, reveals heartfelt moments of sisterhood captured in short films by director Kopal Naithani.
The Queenfisher beer distinguishes itself with purple cans adorned with the Kingfisher logo in various colors and topped with a crown, embodying inclusivity and female empowerment. The design, crafted by the agency Incept, features silhouettes of women and a refreshed depiction of the Kingfisher bird. This initiative not only offers a beer tailored to women’s preferences, with a reduced level of bitterness, but also celebrates the essence of sisterhood.
Vikram Bahl, CMO of United Breweries, provided insights into the Queenfisher project, highlighting its launch in Goa with future expansions to Assam and Meghalaya planned. Despite the challenges of marketing alcoholic beverages in India, the response has been encouraging, bolstered by word-of-mouth and direct customer interactions. Bahl emphasized the importance of understanding the sensorial and cultural needs of women consumers in creating such a product.
Queenfisher aims to resonate with the growing trend of social drinking among women in the workforce, positioning beer as a moderate and socially enjoyable beverage. The brand’s strategy also aligns with the rising popularity of non-alcoholic and flavored alcoholic beverages, reflecting global consumer trends making their way to India.
The launch event was a dynamic affair, featuring panel discussions, the unveiling of The Galendar, and previews of the Queenfisher lager beer can. The event, rich in discussions on sisterhood and featuring notable personalities like Dolly Singh and Anshula Kapoor, was complemented by AR experiences and live music, marking Queenfisher’s commitment to celebrating women’s bonds in a grand fashion.
