New Delhi, Jan. 27 -- With rising affluence, increased socialization and the evolving preferences of younger consumers, United Breweries Ltd (UBL) is tapping into a new wave of opportunities in the beer market. The company has launched two new Kingfisher variants, Mango Berry Twist and Lemon Masala, marking a foray into the flavoured beer segment.

Vikram Bahl, chief marketing officer of UBL, shared insights into the strategy behind this launch and the company's broader plans to drive growth in India and beyond.

Edited excerpts.

At the end of the day, taste is the most important driver in food and beverage, and consumers-particularly Gen Z-are constantly seeking variety and new experiences. Flavoured beers are a popular trend globally, ...