United Breweries is set to introduce Amstel Grande, a Dutch premium beer, to the Indian market. This strategic move targets the growing demand for premium alcoholic beverages in India. Consumers are shifting towards high-quality products, fueling significant growth in the premium beer segment. United Breweries aims to tap into this trend by launching the globally recognized Amstel brand in India. This announcement aligns with a 27% growth in premium beer demand in India during the second quarter of FY2025.
Amstel Grande Makes Its Way to India
Brewed in Amsterdam since the late 19th century, Amstel Grande will soon be available to Indian beer enthusiasts. The company hasn’t announced an official launch date yet but expressed excitement about the debut. “Amstel, the premium beer brand from Amsterdam since 1870, proudly announces its arrival in India with Amstel Grande,” said United Breweries. Crafted with the finest ingredients, Amstel Grande promises an exceptional beer experience for Indian consumers.
Surge in Premium Beer Consumption
The Indian premium beer segment is growing rapidly, with consumption rising by 27% in Q2 FY2025. The half-year growth rate has reached 35%. This growth is driven by the increasing popularity of Kingfisher Ultra, Kingfisher Ultra Max, and Heineken Silver. United Breweries remains optimistic about the industry’s growth, supported by higher disposable incomes and favorable demographics. The shift towards premium products also contributes to this trend.
Heineken NV Reports Strong Growth in Premium Segment
Heineken NV, United Breweries’ parent company, has reported significant growth in its premium beer segment. Dolf van den Brink, Chairman and CEO of Heineken NV, highlighted a 4.5% increase in premium beer volumes during the September quarter. Kingfisher Ultra significantly contributed to this growth in India. India’s organic beer volumes grew by mid-single digits, offsetting declines in Vietnam and Cambodia. Despite a 1.2% drop in overall beer volume in Asia Pacific, growth in India and Indonesia provided stability.
Diversifying the United Breweries Portfolio
United Breweries is known for its flagship Kingfisher brand and offers a wide range of beers, including Kingfisher Ultra and Ultra Max. The portfolio also includes Zingaro and Kalyani Black Label. The launch of Amstel Grande is part of a broader strategy to strengthen the company’s presence in the premium beer market. This move aims to meet the evolving preferences of Indian consumers.
Summing Up
The introduction of Amstel Grande marks a significant step for United Breweries in India’s premium beer market. Strong demand, economic trends, and Heineken NV’s expertise support this growth. United Breweries is well-positioned to expand its premium offerings and strengthen its presence in India’s alcoholic beverage sector.
