Kingfisher, India’s beloved beer brand from United Breweries and part of the HEINEKEN Company, is set to transform Oktoberfest in India with its “Mug It Up!” campaign. This celebration will take place in over 40 cities, bringing the German Oktoberfest spirit to major metropolitan areas as well as Tier 1 and Tier 2 cities.
The Kingfisher Oktoberfest – Mug It Up! is one of the largest nationwide initiatives, featuring a variety of consumer experiences across the country. The highlight of the campaign will be the Kingfisher OctoBeer Fest, happening in Bengaluru on October 19-20, with performances from artists like Jasleen Royal, Raftaar, Taba Chake, and Osho Jain. This two-day event will also include a lively flea market with food stalls, a Bavarian-style beer garden, unique installations, and beer-infused food pairings, along with exclusive Kingfisher merchandise.
Kingfisher will also participate in Oktoberfest celebrations at DLF CyberHub in Gurgaon and the Indo German Cultural Society’s Oktoberfest in Bengaluru, featuring interactive setups like beer barrel bars and photo opportunities. These events will blend traditional Bavarian elements with a modern twist, making the festival accessible to Indian consumers. Kingfisher will also join in on festivities at Brews of Bangalore, Mumbai Oktoberfest, and Goa Oktoberfest.
Vikram Bahl, Chief Marketing Officer of United Breweries Ltd, stated, “Kingfisher is known for celebrating in a big way, and we’re thrilled to bring Oktoberfest to over 40 cities. This campaign will create a platform for people to connect, celebrate, and enjoy responsibly, combining the traditional German festival spirit with the vibrant energy of India’s favorite beer brand.”
This marks the first time Oktoberfest will be celebrated on such a large scale in India, with events taking place at over 1,100 outlets across the country.
