United Breweries Limited: Brewing Growth Between Premium and Mainstream
商品編號：W47470
出版日期：2026/02/24
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Field)
涵蓋議題：category growth;game theory;brand positioning;experiential modules;kingfisher;feeling good-looking good
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：India
產業：Other Services
事件年度：2025
United Breweries Limited (UBL), India’s leading alcohol beverage company, faced a strategic dilemma: despite strong growth in its premium beer segment, overall revenues declined as mass-market sales dipped while profitability improved. Its chief executive officer, Vivek Gupta, had to decide whether to prioritize premiumization, defend the mainstream business, or focus on driving overall category growth amid tough regulations, fragmented distribution, and price-sensitive rural demand. The decision required balancing investments in premium brands with efforts to expand beer category penetration and safeguard mass-market brand leaders such as Kingfisher, all while navigating evolving consumer preferences and fierce competition.
教學手冊：United Breweries Limited: Brewing Growth Between Premium and Mainstream - Teaching Note
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