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

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