Kingfisher, a beer brand from United Breweries, part of the HEINEKEN Company, has announced the launch of ‘Kingfisher Oktoberfest Fest – Mug It Up!’ Aimed at a pan-India celebration, the fest spans across 40 cities, bringing the spirit of Oktoberfest originated in Germany, across key metros, Tier 1 and Tier 2 cities.
Kingfisher Oktoberfest – Mug It Up! will be a nationwide initiative with a focus on modern and offline trade activations, with a series of curated consumer experiences across the country. The marquee event, Kingfisher OctoBeer Fest – India’s Hoppiest Festival, will be held in Bengaluru on October 19 and 20, headlined by a lineup of artists including Jasleen Royal, Raftaar, Taba Chake and Osho Jain.
The two-day event will also feature a flea-market with food pop-ups, Bavarian style beer garden, installations, artist village integration, beer-infused food pairings, along with exclusive Kingfisher merchandise up for grabs.
Additionally, Kingfisher will exclusively be a part of the Oktoberfest events at DLF CyberHub in Gurgaon and Indo German Cultural Society’s Oktoberfest in Bengaluru, with setups like beer barrel bars, beer mug photo ops, and immersive Kingfisher-themed experiences.
Through these collaborations, the brand aims to bring traditional Bavarian elements to Indian consumers, blending the authentic spirit of the festival with modern yet local flair. Kingfisher will also take part in Brews of Bangalore, Mumbai Oktoberfest, and the Goa Oktoberfest.
Kingfisher has extended Oktoberfest – Mug It Up! campaign at over 1,100 outlets across more than 40 cities.
Speaking about the development, Vikram Bahl, Chief Marketing Officer, United Breweries, said, “Kingfisher, the King of Good Times is known for turning up in “larger-than-life” ways. We are now excited to bring the largest celebration of Oktoberfest with the Kingfisher “Mug it Up” campaign in over 40 cities, creating a platform for consumers to connect, celebrate, and enjoy responsibly. The nationwide celebration of Oktoberfest will be a game-changer, blending the traditional spirit of the German festival with the vibrant, energetic essence of India’s favourite beer brand.”
