UB Group to leverage Sahara Force India for brand Kingfisher: Special pack with Sahara Force India car design

With less than a week remaining for the inaugural 2011 Indian Grand Prix to commence, it is now the right time for team sponsors to spruce up the activity. United Breweries Ltd (UBL) is in line to host activities to promote their beer brands. This comes as no surprise since UB Group Chief Vijay Mallya co-owns the Indian F1 team, Sahara Force India through a 42.5% stake.

The company is also aiming to leverage from its association with one of the F1 teams, Sahara Force India, which is co-owned by with 42.5 per cent stake. Obviously the team would want to leverage this presence. At a pre race rock concert, it’s going to be only Kingfisher beer. Special Kingfisher 500 ml cans (both strong and mild) with a Sahara Force India car design on the packs will be introduced for the Buddh International Circuit race. In fact, Kingfisher, an UB Group product is the official beer at the race circuit, while their locally brewed and bottled Heineken isn’t going to be the star beer this season.

UB Group has also offered F1 tickets for the 2011 Indian Grand Prix to those who participated in an online contest, to come up with photos and videos, and interesting blogs. There will also be ‘Meet and Greet’ events wherein spectators can meet Sahara Force India team drivers, Adrian Sutil, Paul Di Resta, and Nico Hulkenberg. No financial details regarding the promotional activities were divulged.

Samar Singh Sheikhawat, UBL Senior Vice-President had this to say. “The idea is to leverage Force India for brand Kingfisher” “In the entire circuit, including the grand paddocks and various party venues, only Kingfisher beer would be served.” “These commemorative cans will carry the Force India car design. These will be out in November and carry on during the rest of the year.”