United Breweries Beer, owned by an Indian businessman Vijay Mallya, is among the most successful companies selling alcoholic beverages in the United States. Its nearest competitor, Sensex, has a 7% worst performance as can be seen in Figure 3. The growth of United Breweries Beer is phenomenal because it emerged as a small producer of beer in the United States, as a branch office of its Indian parent company UB Group, and turned into the giant at the American alcohol beverages market (Figure 1). Nowadays, United Breweries Beer works in 50 states.
The activity of United Breweries Beer on the territory of the United States began in 1983 when the Indian Branch Office decided to expand globally. In 1990, an affiliated company of UB Group, called Foster’s Group (named so to promote one of the company’s central products) began its activity in the United States. Foster’s Group growth was remarkable with an annual 12% expansion. Due to its efficient revenue management, focused sales, well-thought-off marketing companies, and the other measures directed to fostering clients’ interest in their product, the company became one of the leaders in the American market. Foster’s Group continued its growth and included hundreds of privately owned brew houses and pubs. Later, it received the new title of United Breweries Beer. The company is famous for its flexible strategies of marketing which permit it to maintain its high levels of sales in the United States. However, the performances of United Breweries Beer in the country are worse than in the other regions of the world including Latin American countries, Canada, and Australia which is explained by the abundance of competitors in the US alcohol beverages market, and especially at the beer sales market. The dynamics of United Breweries Beer performances can be seen in Figure 2.
The major brands sold by United Breweries Beer in the United States are Foster, Kingfisher (which is also a brand with the fastest-growing popularity), and Carlton. The main reason for the company’s success in the US market is occupying the niche of strong beer sales. The decision to occupy this niche is by far the wisest decision by the company’s management in the United States that has led to its incredible success. To realize the plan of catering to the strong beer market segment, it was decided to initiate the production of the new burton called Kingfisher Strong Premium. This decision was brought into reality in 1999. Immediately, Kingfisher Strong Premium Beer has become the most popular burton among the American people. The secret of its appeal to the masses is in the values promoted by it which are so close to the heart of Americans. Among these values are style, youthfulness, strength, power and machismo. One more secret of Kingfisher Strong Premium Beer’s popularity is in its packing standards because it has the styles and sizes of its package able to satisfy the most diversified categories of consumers.
All in all, United Breweries Beer, owned by an Indian company UB Group, is one of the most popular beer-selling companies in the United States. The secrets of its appeal to consumers are in the wise marketing actions by the company’s management, in the values promoted by its marketers, and in the wide assortment able to satisfy the most diversified categories of buyers.