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King's Black Label gets revamp ahead of India roll-out

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The new owner of Goan lager brand King’s Black Label, India's Viiking Group, is set to roll out the brand across the country.

Goa King’s Premium Pilsner has been available in Goa in its previous incarnation for around 20 years

Goa King’s Premium Pilsner has been available in Goa in its previous incarnation for around 20 years

The company, which acquired the brand from Impala Distillery & Brewery in May for INR900m (US$14.1m), announced its intentions earlier this week. To coincide with the move, Viiking has changed the full brand name from King’s Black Label Premium Pilsner Beer to Goa King’s Premium Pilsner.

From next week, the brand will be distributed in Maharashtra, followed by expansion into Karnataka and Andhra Pradesh. It will be available in 32.5cl cans at INR85, with 50cl cans and 65cl bottles set to follow.

"People from around the world have had it in Goa and are eagerly awaiting its global availability," said the owner of Viiking Group, Sachiin Joshi. "The product has immense potential, even overseas."

A new, 20-year agreement between Impala and Viiking will see the former continue to produce and bottle the beer, while Viiking will handle its marketing.

Viiking also owns an energy drink brand called XXX, Pani-Natural water brand, a vodka-based RTD also called XXX and Goa Beer.


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