India is currently experiencing a significant shift from traditional family structures to nuclear families. This transition has received mixed reactions from the populace. However, Dolf van den Brink, the Global Chief Executive of Heineken, views this change from a different perspective. He believes that this shift is a major factor driving growth in the Indian beer market. According to Dolf van den Brink, the change is leading to increased social freedom, which, in turn, is boosting beer consumption, particularly among urban and younger demographics.
The CEO of Heineken discusses the transition in India from traditional multi-generational families to more nuclear family structures. This change is expected to promote more socially liberal behaviors, including a shift in alcohol consumption. As a result, beer is gradually gaining acceptance in Indian society. This trend mirrors what we see in Western countries and is encouraging for the younger population in India, which is eager to explore a variety of beverage options.
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The increase in the number of the younger generation reaching the legal age, as well as the rising influence of the West, is actually fueling the demand for beer in the country. In the traditional old times, families in India were multi-generational, which reinforced various conservative values, including limitations on alcohol consumption. However, this is changing.
Every year, about 25 million young people reach the legal age of drinking, which represents one of the largest young populations entering the alcohol market worldwide.
Heineken has actually grabbed this opportunity after acquiring a stake in United Breweries Limited (UBL) in 2021 and expanding its presence in India. UBL is a company that is known to have about half of the Indian beer market under its control. Heiniken leverages its extensive distribution network and brewery infrastructure across all the key states in order to broaden its product portfolio. This includes global brands such as Amstel, along with the well-known Kingfisher brand.
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Heineken's beer business in India, which is managed through United Breweries Limited (UBL), showed good growth in the first part of 2025. Their net revenue grew by about 10-15%, showing a healthy increase.
The company also managed to raise prices a bit and sell a better mix of premium beers. This helped increase profits in no time. However, they faced some challenges. This includes interruptions in supplying beer in some important markets and bad weather with heavy monsoons in 2025.
Yet, the overall business still grew strongly thanks to the popularity of premium beers and their effective price strategies. This shows Heineken’s strong market position and ability to adapt to changing conditions in India.
Heineken has an optimistic perspective on India’s shifting family structures, the increase in the youth population, and the change in attitudes towards alcohol.
