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King’s Black Label Gets Revamp Ahead of India Roll-out

Goa Kings 1

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.

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.

In addition …

L to R : Rojita Tiwari, Sachiin   Joshi, Moksh Sani and Vijay Montecruz

Rojita Tiwari, Sachiin Joshi, Moksh Sani & Vijay Montecruz

( The brand will be distributed by Mokash Sani’s company Berkmann India which is a wine importing company and subsidiary of London based Berkmann Wine Cellars UK. And, of course, it will be listed in all 47 outlets of Sani’s retail chain Living Liquidz across Mumbai from 16th August onwards. Viiking Group owner, Sachiin Joshi also confirmed to Drinks & Destinations that investment on acquisition, marketing and pan-India promotion will all cost his company around Rs.100 crore. The former owner of the brand, Vijay Montecruz of Impala Distillery and Brewery Ltd. said one of the main reason of King’s beer being so popular amongst the Indians is because it is a Pilsner and there are not too many available in the market. He also added that all the ingredients except for water, are imported from Czech Republic. Montecruz confirmed that very soon they will be introducing a stronger version of the Goa King’s.)

(This news piece was originally featured on http://www.just-drinks.com)


About Rojita Tiwari

Drinks & Destinations is all about news, views, podcast, and stories from the world of drinks, travel, and hospitality…served just the way you like it. Rojita Tiwari is an independent writer, trainer, and consultant in the fields of wine & spirits, travel & hospitality. She is a WSET Level 3 certified professional and listed twice (2013 and 2015) as one of the TOP TEN WOMEN OF WINE IN INDIA by the Indian Wine Academy. With 14 years of experience of working for several publications including a decade-long experience of heading the editorial of a leading alco bev magazine, now she is mostly busy- tasting, traveling, writing, training and educating people about the wonderful world of wine & spirits. She also hosts India's first podcast on drinks and travel - The Drinks & Destinations Podcast. Tweet @rojitatiwari or connect with her on drinksanddestinations@gmail.com Cheers & Happy Reading!


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