MUMBAI: United Breweries Limited (UBL) announced the launch of its iconic premium beer brand, Amstel Grande, in India. The grand unveiling took place at an immersive event in Mumbai, where the entire theme transported attendees to the streets of Amsterdam. With this launch, UBL introduces a new era of premium beers in India, combining brewing excellence with over 150 years of heritage from Amsterdam.
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.
Amstel Grande promises to offer Indian consumers an unparalleled beer experience, thanks to its secret ingredient: time. The beer is slowly brewed and matured longer, allowing its flavors to develop fully, resulting in a rich, smooth taste. Crafted using the finest quality barley, unique Dutch yeast, and carefully selected hops, each sip of Amstel Grande is a testament to the brand’s unwavering commitment to quality.
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. This premium brew reflects Amstel’s commitment to quality and its philosophy of being ‘Brewed for Bonding,’ creating moments for 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 and perfected through extensive global and local testing, it achieved top scores in blind tastings, setting a new standard in premium beer. Offered in 330 ml, 500 ml, and 650 ml, Amstel Grande is designed to suit various preferences, making it an exciting choice for discerning beer lovers.
United Breweries views Amstel Grande as a flagship initiative in the premium beer segment for the coming years. Developed locally in India, this launch meets the demand for a premium strong beer with global appeal and international quality, globally inspired, locally brewed. The packaging, designed with young, premium beer enthusiasts in mind, reflects the beer’s Amsterdam roots with illustrations of iconic Dutch architecture and scenic canals, capturing the charm of Amsterdam in every bottle.
Amstel Grande is now available in Maharashtra, with plans to expand to other states in the near future. It is competitively priced at INR 160 for a 330ml bottle, INR 195 for a 500ml can, and INR 250 for a 650ml bottle and is readily available at leading outlets across Maharashtra.
