United Breweries Ltd (UBL), a leading force in India’s beer market, is making a bold move into the premium segment with the launch of Amstel Grande. This new strong beer, initially available in Maharashtra, is poised to tap into the rising demand for high-quality experiences among Indian consumers.
While Amstel Grande boasts the brewing heritage of its Dutch origins, it’s been carefully crafted to meet Indian preferences. This means a stronger beer profile, achieved through the use of Dutch yeast, select hops, and premium barley. UBL’s signature slow-brewing technique further enhances the experience. “Every part of the brewing process is given extra time to mature, from fermentation to malting, which brings out a richer, smoother profile,” explained Vikram Bahl, chief marketing officer of UBL. “It’s a careful, deliberate process that reflects our dedication to quality.”
Leveraging its extensive market presence, UBL is poised to ensure Amstel Grande reaches a wide audience. The company has mapped out a distribution plan, starting in Maharashtra and extending to West Bengal, Karnataka, Uttar Pradesh, and other states. This strategic approach aims to maximize reach while navigating the complexities of India’s alcohol regulatory landscape. “India’s alcohol market is intricate, but we have a strong foundation in distribution. We’re rolling out methodically to meet regulatory requirements while maximising reach,” Bahl said.
To make Amstel Grande easily accessible and appealing to consumers, it’s available in three sizes: a 330 ml bottle at ₹ 160, a 500 ml can at ₹ 195, and a 650 ml bottle priced at ₹ 250. The 330 ml pint takes center stage for on-premise distribution, particularly in bars and restaurants, where it’s expected to encourage trial and adoption. “The 330 ml size is ideal for bars and social gatherings, where people are more likely to try something new. This size has been shown to work very well for trials,” Bahl said.
Recognizing the limitations of traditional advertising in the Indian market, UBL is focusing on experiential marketing and on-premise visibility to build the Amstel Grande brand. The company’s primary marketing strategy centers on social spaces. “We want consumers to experience Amstel Grande where it matters—at social gatherings, bars, and events. We’re investing in wait staff engagement, activations, and branding at points of sale,” Bahl told Mint.
UBL is also implementing rebranded coolers and displays to reinforce Amstel Grande’s premium image at retail outlets. Marketing plans include partnerships with events and cultural festivals to reach young, urban audiences. “We will activate some plans down the line to connect with consumers,” Bahl noted.
With India’s premium beer segment accounting for about 12% of the market and experiencing significant growth, UBL sees substantial potential for Amstel Grande. This premium offering is positioned to compete with established brands like Budweiser, Carlsberg, and Hoegaarden. “Indian consumers today are looking for variety—they want a brand that can offer a different taste experience. Amstel Grande offers that, with a heritage and quality consumers can trust,” Bahl said.
Priced 25-30% higher than mainstream beers, Amstel Grande strikes a balance between accessibility and exclusivity for premium consumers. “It’s a premium beer but one that’s accessible, especially for consumers who want a refined taste without going ultra-luxury. This is key to Amstel Grande’s appeal,” Bahl explained.
Unlike Amstel offerings in other countries, which tend to be mild, Amstel Grande was formulated as a strong beer specifically for the Indian market, where higher alcohol content is often favored. “We’ve developed Amstel Grande as a strong beer, which is more in line with Indian preferences,” Bahl stated. “The taste is smooth yet impactful, which we believe will satisfy Indian consumers’ demand for both flavour and strength.”
While India’s beer market remains smaller than its spirits sector, UBL sees strong growth potential as beer becomes increasingly popular for social occasions. “The country’s evolving, people are becoming more affluent, and we’re seeing more occasions where people reach for a beer over a spirit. We’re excited to be part of that journey,” Bahl remarked. He added that premium consumers often prefer variety, making the segment less susceptible to brand fatigue and open to new entries.
