United Breweries recently launched its iconic premium beer brand, Amstel Grande, in India at an immersive event in Mumbai, where the entire theme transported attendees to the streets of Amsterdam.
With this launch, has UB introduced 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 is slow-brewed and matured longer, allowing its flavours to fully develop, 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.
Amstel Grande in India has had 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.
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 for expansion to other states soon. Bottled at 10% ABV, it is competitively priced at ?160 (330 ml), ?195 (500-ml can) and ?250 (650 ml).
Vikram Bahl, Chief Marketing Officer of UB, says, “We’re thrilled to unveil this premium strong beer crafted for the refined tastes of Indian consumers. Tailored to the Indian market, Amstel Grande is poised to satisfy the rising demand for premium beers.”
Since 1870, Amstel has embodied the art of brewing, starting with two friends’ dream of a better beer in Amsterdam. This Heineken’s iconic brand is enjoyed in more than 100 countries, is ‘Brewed for Bonding’, and to create moments for connection and celebration among friends.
Bengaluru-headquartered UB, part of the Heineken Company, is the largest beer manufacturer in India. Its diverse product portfolio comprises brands such as Kingfisher Strong, Kingfisher Premium, Kingfisher Ultra, Kingfisher Ultra Max, Kingfisher Ultra Witbier, Kingfisher Storm, Queenfisher Premium, Heineken Original, Heineken Silver, Amstel, and Heineken 0.0.
