Kingfisher Blue MILE

SPORTS/ADVENTURE

Kingfisher Blue MILE presented Rider Mania 2013 in association with Stormbingers (Shillong Rider Mania group)

~ A surreal experience to commemorate biking adventure in India ~

India, January 21, 2013:

Kingfisher Blue MILE a crafted entity to reiterate Kingfisher Blue’s affinity with adventure; in association with Stormbingers (Shillong Rider Mania group) presented India’s largest congregation of Royal Enfield bikers at Rider Mania 2013 which took place on January 19 & 20 in Sohra (Cheerapunjee), Meghalaya. A ride which was high on adrenaline rush, games, music and Kingfisher Blue beer made it an experience of a lifetime for many biking enthusiasts from across the country.

A two day confluence which started on January 19 saw over 600 Royal Enfield bike owners come together from all over India and participate in an adventure filled alliance at Pala Resorts, Sohra (Cherapunjee). The winter chills and the plush landscape provided the perfect setting for these bikers to fulfill their passion as they went for an adventurous ride through the enchanted frontiers of Meghalaya covering a distance of 15kilometers, passing through the captivating hilly regions of Shillong over two days. This one-of-a-kind expedition offered an exhilarating experience for all adventure junkies travel through muddy terrains and ambrosial scenery. The enthusiasts also participated in fun filled biking sports games like Figure of 8 & Slow race and indulged in camaraderie driven adrenaline rush activities like Bite my Banana and tug-of war. Also, DJ nites and live bands enthralled the riders and enthusiasts with their foot tapping music during the wee hours of the moon lit night.

Commenting on the association, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Ltd. said, “Kingfisher Blue has deep rooted affinity with adrenaline junkies and easily connects with the youth of the country. For all those who love living life on the edge, the Rider Mania couldn’t have been a better opportunity. We look forward to associating with many such exciting and adrenaline pumping activities in future.”

About Kingfisher Blue:

Launched in 2008, Kingfisher Blue is a premium beer from the house of UBL.  With its unique differentiated taste, contemporary packaging and youthful imagery, the brand broke new ground amongst youth of the country.

Targeted at the adventurous, bold and sporty youth, the brand clearly stands out as the beer with loads of attitude. It is strategically positioned as the beer for the young beer drinkers who seek adventure, thrill and escape from the normal, mundane routine of everyday life.

The positioning today has helped the brand create a unique niche for itself in the cluttered beer market, while its invigorating taste, clean mellow texture and sparkling golden colour got consumers hooked from the first sip! Today Kingfisher BLUE has been made available in all metros and has made significant inroads in other important centers.