Mumbai: United Breweries Limited (UBL) announced the launch of its iconic premium beer brand, Amstel Grande, in India. The launch event in Mumbai immersed attendees in an Amsterdam-themed experience. UBL brings a new era of premium beers to India, backed by 150 years of brewing excellence.
Amstel Grande promises to offer Indian consumers an unparalleled beer experience, thanks to its secret ingredient: time. Amstel Grande’s slow brewing and extended maturation process fully develop its rich, smooth taste. The finest barley, unique Dutch yeast, and carefully selected hops craft each sip, showcasing the brand's unwavering commitment to quality.
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Speaking about the launch, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said, "We're thrilled to unveil Amstel Grande, a premium strong beer crafted for the refined tastes of Indian consumers. Through its meticulous slow brewing process and high-quality ingredients, Amstel Grande delivers a truly unique beer experience. Tailored to the Indian market, it’s poised to satisfy the rising demand for premium beers and we are confident it will surpass expectations. Amstel Grande is set to become a standout in our premium portfolio."
Since 1870, Amstel has embodied the art of brewing, starting with two friends' dream of a better beer in Amsterdam. Now, as one of Heineken’s iconic brands enjoyed in over 100 countries, Amstel brings its rich heritage to India with Amstel Grande. Amstel showcases its commitment to quality with this premium brew, embracing the philosophy of ‘Brewed for Bonding’ to create moments of connection and celebration among friends. Amstel Grande arrives in India after a carefully curated journey, crafted specifically to match Indian tastes.
With no added sugar, Amstel Grande underwent extensive global and local testing. It achieved top scores in blind tastings, setting a new standard in premium beer. Available in 330 ml, 500 ml, and 650 ml, it caters to diverse preferences, making it a top choice for beer lovers.
The event saw the presence of celebrities including Aditya Roy Kapoor, Rannvijay Singha, Varun Sood, Raghu and Rajiv, Kusha Kapila, Jim Sarbh, Barkha Singh and Ahsas Channa.
United Breweries views Amstel Grande as a flagship initiative in the premium beer segment for the coming years. Developed in India, Amstel Grande meets the demand for premium strong beer with global appeal and quality. The packaging, inspired by Amsterdam, features illustrations of Dutch architecture and scenic canals, capturing its charm in every bottle. Designed for young, premium beer enthusiasts, it blends global inspiration with local craftsmanship.
Amstel Grande is now available in Maharashtra, with plans for expansion to other states in the near future. UBL has priced Amstel Grande competitively at INR 160 for a 330ml bottle, INR 195 for a 500ml can, and INR 250 for a 650ml bottle. Leading outlets across Maharashtra now offer it.
About United Breweries Limited
Bengaluru-headquartered United Breweries Limited, part of the HEINEKEN Company, is the largest beer manufacturer in India. The company produces and markets packaged drinking water and soda, internationally recognized beer, and non-alcoholic beverages. UBL’s diverse portfolio includes popular brands such as Kingfisher Strong, Premium, Ultra, Ultra Max, Ultra Witbier, and Storm. Additionally, it features Queenfisher Premium, Heineken®️ Original, Heineken®️ Silver, Heineken®️ 0.0, and Amstel. Moreover, UBL offers Kingfisher Premium Water and Soda, further expanding its range of products.
