United Breweries Limited (UBL), India's largest beer manufacturer and a part of the globally renowned HEINEKEN Company, has launched Amstel Grande, an iconic premium beer, in West Bengal. This launch signifies a new chapter for India’s premium beer segment, leveraging United Breweries' unmatched brewing expertise and Amstel’s 150-year brewing legacy from Amsterdam.

A New Standard in Premium Beer

Amstel Grande offers Indian consumers an unparalleled beer experience, achieved through its unique brewing process. The beer is slow-brewed and matured longer than usual, allowing its flavors to fully develop, resulting in a rich, smooth taste. Crafted using the finest quality barley, specially selected hops, and unique Dutch yeast, Amstel Grande reflects a commitment to superior quality. Importantly, the beer is free of added sugar, a feature appreciated during extensive global and local consumer research.

Vikram Bahl, Chief Marketing Officer of United Breweries Limited, highlighted the beer's premium appeal, stating, “We aim to make Amstel Grande the preferred choice for premium beer enthusiasts in West Bengal. The region holds immense potential for a product of this caliber."

Amsterdam Heritage Meets Indian Craft

Since its inception in 1870, Amstel has embodied brewing excellence. What started as two friends’ dream in Amsterdam has now evolved into a globally recognized beer brand enjoyed in over 100 countries. The philosophy of being ‘Brewed for Bonding’ underpins Amstel’s commitment to creating shared moments of celebration among friends.

Locally brewed in India, Amstel Grande is tailored to meet the growing demand for premium strong beer. The packaging is another standout feature, with designs inspired by Amsterdam’s iconic architecture and scenic canals, bringing a touch of Dutch heritage to Indian consumers.

Competitive Pricing and Availability

Amstel Grande is competitively priced to attract premium beer enthusiasts in West Bengal. It is available for INR 110 for a 330ml bottle and INR 210 for a 650ml bottle at leading outlets across the state. This pricing strategy ensures accessibility while maintaining its premium positioning.

With this launch, United Breweries Limited not only strengthens its portfolio but also reinforces its market leadership in India’s beer industry. The introduction of Amstel Grande aligns with the growing consumer preference for premium-quality beverages.

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Amstel Grande, with its rich heritage and exceptional quality, is poised to redefine the premium beer landscape in India, starting with its launch in West Bengal.