In a bold and timely move, Heineken’s Indian arm, United Breweries Limited (UBL), has launched a new beer under the Kingfisher banner called Queenfisher. Designed to coincide with International Women’s Day and Women’s History Month, Queenfisher is more than just a beverage—it’s a tribute to female camaraderie and empowerment.

Positioned as “the Queen of Good Times,” the lager is priced at INR 80 for a 500ml can and debuted in the Indian state of Goa. According to UBL, the drink celebrates female friendships and aims to spark meaningful conversations while spotlighting stories of everyday women across India.

Galender campaign puts real women in the spotlight

As part of the launch, UBL unveiled a unique marketing campaign that flips the traditional concept of Kingfisher’s iconic calendar on its head. Rebranded as the galendar, the initiative features photographs by Avani Rai, showcasing real women and their stories of sisterhood.

Each page of the galendar includes a QR code that links to mini-films directed by Kopal Naithani. These short videos highlight the lived experiences of Indian women, capturing shared moments that represent strength, vulnerability, and connection.

According to the company, Queenfisher is “an all-women initiative,” developed entirely by female professionals. From formulating the beer to designing and brewing the limited-edition cans, every element was crafted by women, making it a truly inclusive project from start to finish.

Packaging with purpose

The Queenfisher packaging reflects the campaign’s broader mission. With a striking purple color scheme, the can features silhouettes of diverse women, symbolizing inclusivity and empowerment. The brand’s iconic Kingfisher bird has also been transformed—uplifted and crowned—to honor the “queens” behind the initiative.

The branding seeks to reinforce the message that women deserve safe spaces where they can express themselves openly and honestly. In a world where women often face undue scrutiny and judgment, Queenfisher aims to offer a counter-narrative—one where female connection and empowerment take center stage.

A spokesperson from UBL shared that Queenfisher “provides a safe space for meaningful and honest conversations, recognising that women often face harsher judgments in society.” By aligning a beer brand with social values, UBL hopes to carve out a niche that goes beyond traditional marketing and into the realm of purpose-driven branding.

Expansion plans on the horizon

While Queenfisher is currently available in Goa, UBL plans to roll out the product across other Indian cities in the coming months. The beer will join the broader Kingfisher portfolio, further enhancing the brand’s identity as a socially aware and forward-thinking label.

UBL’s Chief Marketing Officer Vikram Bahl summed up the launch by saying: “Queenfisher is our way of celebrating inclusivity and the unstoppable force of female friendship. We pop our cans, not just to celebrate women, but to honour the secret superpowers they wield in their everyday connections. Here’s to the queens among us, who sparkle brighter when they shine together.”

As more brands in the alcohol and beverage industry look to engage with social issues and promote inclusivity, Queenfisher beer may mark a new direction for marketing in India’s growing beer sector. It’s not just about the drink anymore—it’s about what the drink stands for. And in this case, it stands proudly for sisterhood, empowerment, and the everyday queen.