The Heineken-owned Indian brewer is rolling out the premium brew to boost its upscale offerings

India’s United Breweries Ltd (UBL), majority-owned by Heineken, has launched Amstel Grande, a premium strong beer into India’s upscale beer market. India’s premium beer segment accounts for about 12% of the market and is expanding.

The beer is first being introduced in the state of Maharashtra, with plans for expansion across states such as Uttar Pradesh, Karnataka, Goa, and West Bengal. UBL aims to tap into the rising demand for premium experiences among Indian consumers.

Amstel Grande, developed in collaboration with UBL’s brewmasters in Amsterdam and its R&D team in India, incorporates Dutch yeast, selected hops, and premium barley. It uses the
company’s signature ‘slow-brewing’ process, which allows for extended fermentation and malting to produce a richer and smoother flavour profile tailored to local preferences for stronger beer.

UBL will leverage its extensive market presence, which covers over 50% of India’s beer market, to drive the distribution of Amstel Grande. The company plans a strategic rollout, focusing on meeting regulatory requirements while ensuring maximum reach.

Initial distribution will prioritise bars and restaurants, with a focus on promoting the 330ml size for on-premise consumption. The beer is priced at INR160 (US$1.90) for a 330ml bottle, INR195 for a 500ml can, and INR250 for a 650ml bottle.

The launch will be supported by experiential marketing initiatives, emphasising brand visibility at social spaces such as bars and cultural events. UBL is investing in branded coolers and displays to strengthen Amstel Grande’s premium positioning in retail outlets.

The company’s marketing strategy also includes partnerships with events and festivals targeting young, urban consumers. As beer gains popularity over spirits for social occasions in India, UBL views Amstel Grande as a pivotal addition to its portfolio, set to attract premium consumers seeking new taste experiences.