Kingfisher rebrand is a thing of beauty

Kingfisher beer

KBE Drinks has announced a major new rebrand and repositioning for its biggest brand, Kingfisher, which goes live in June.

The bold new look offers a more premium, modern feel to the brand and will support its continued drive into wider sales channels. In the off-trade, the rebrand will include new-look labels and outer packaging.

Core to the rebrand is the tagline of ‘Look up and see the beauty’ which will be front and centre of a heavyweight consumer marketing campaign focusing on encouraging drinkers to be more present in their lives and appreciate the beauty all around them.

Kingfisher is becoming increasingly popular in the convenience channel; its sales have surged by 65% since 2019, against 15% for total beer over the same period.

Shaun Goode, Chief Operating Officer at KBE Drinks, commented, “We’re really excited to be bringing the whole rebrand to life through our ‘Look up and see the beauty’ marketing campaign, which will encourage consumers to think about their well-being, take a digital detox and appreciate the world around them by enjoying real-life experiences that improve mental and physical health, which should really resonate with our target audience.”