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In 1978, Vijay Mallya launched Kingfisher Premium beer, inspired by the defunct brand from United Breweries Group which was introduced in 1857. As the Advertising Standards Council of India banned alcohol advertisements in India, the UB Group began to promote the brand through surrogate advertisements of Kingfisher mineral water. After the group began operating Kingfisher Airlines in 2005, advertisements made their way into airplane cabins. In the United States, the company promoted the Kingfisher beer by de-ethnicizing the brand.
