To celebrate International Women’s Day and Women’s History Month, United Breweries Limited of India, part of the Heineken Company, has collaborated with Canpack to launch a special limited edition beer.
The new premium lager, called Queenfisher, complements the company’s best-selling Kingfisher brand. According to Vikram Bahl, CMO of United Breweries Limited, Queenfisher is an all-female venture that “started as a way for the company to celebrate female employees, but evolved into a larger concept and campaign” to become “a tribute to the indomitable power of female friendship.”
With a hoppy aroma, fruity flavor profile and mild bitterness, Queenfisher is designed to appeal to female consumers. The goal is to change traditional perceptions of gender roles by demonstrating that women can enjoy beer just as much as their male counterparts.
The Kingfisher brand in India used to be associated with a calendar featuring glamorous female models. The new campaign seeks to counter this legacy with another format featuring photo stories of women working together to overcome personal and social challenges. Vikram Bahl explains that this limited edition is part of the company’s “focus on elevating the consumer experience through premiumization” and appealing to “a broader consumer base that makes the category more exciting and vibrant.”
The colorful Queenfisher cans, produced by Canpack India, embody a glorious sense of brotherhood and inclusiveness. Silhouettes of various female figures against a sumptuous purple background dance around the brand’s iconic bird crowned as “Queen of Good Times.” Anoop Kapadia, head of sales at Canpack India, said: “We are proud to be part of this important project. We believe in making cans that make a difference. These cans are much more than just eye-catching packaging for a great beer. They are helping to create that feeling of empowerment and solidarity among women across India.”
