The company is kicking off a mega advertisement campaign to promote the new-look beer. While a major chunk of advertisement would go to channels, UB is also planning to spend money on promotion through restaurants, pubs and bars in select locations.

Though the details about the total funds earmarked for the purpose is not currently known, a lot more excitement is in the offing during the season. The company is also investing in selling its Kingfisher brand of beer and other products on the Net, top UB officials said.

Over the next four to six months, United Breweries would pump in major funds to refocus on its two main brands: Kingfisher lager beer and Kingfisher Premium Strong beer. The aim is to ensure that two MNC brands -- Foster's and San Miguel-do not eat into the Kingfisher marketshare.

The new look Kingfisher would initially be available in Mumbai, Maharashtra, Karnataka and Goa and would roll out to the rest of the country in a phased manner. Kingfisher has a marketshare of 25 per cent in the beer segment in India, which makes it the country's largest selling beer.

The officials said in anticipation of the new millennium, the flagship brand from UB has a redesigned label along with a gold foil around its neck to give it an eye-catching appearance. ``In this rapidly changing market, there was a need to contemporise the look of the brand,'' UB president (breweries division) Kalyan Ganguly said.

The new Kingfisher with a shield shape label has a gold ink border around its neck, along with an embossed golden aluminium foil. The brand's promise of being ``the King of Good Times'' also finds a prominent mention on the label. A back label completes the ensemble.

``UB has always been the innovator and pioneer in the beer industry and the new look would be in line with the up-market and premium image of the Kingfisher brand. It would truly live up to its promise of being ``the King of Good Times,'' he added.

``The label has been designed based on consumer feedback that suggested the need for a contemporary look. An international feel to the brand gives the consumer that added incentive to continue his loyalty towards the beer,'' UB divisional vice president (sales and marketing) Shekar Ramamurthy said.