United Breweries Limited (UBL), part of the global HEINEKEN company, has officially announced the launch of its premium strong beer, Amstel Grande, in Uttar Pradesh, effective April 5, 2025. The launch signifies the company’s strategic move to expand its premium segment footprint in one of India’s fastest-growing beer markets.
Amstel Grande, positioned in the Premium Strong category, has already received strong consumer feedback in Maharashtra and West Bengal. Crafted using premium-quality barley, unique Dutch yeast, and carefully selected hops, the beer undergoes a slow brewing and extended maturation process to deliver a rich, smooth taste profile. Notably, it contains no added sugar, and the formulation has scored highly in both global and Indian consumer tests.
According to the company, the new offering is targeted at the domestic market only, with availability planned across leading outlets in Uttar Pradesh. The beer is priced at ₹110 for a 330ml bottle, ₹160 for 500ml, and ₹210 for 650ml.
Vikram Bahl, Chief Marketing Officer of UBL, commented, “Uttar Pradesh is a vibrant market with a growing demand for premium beverages. We are confident Amstel Grande will become the go-to choice for those seeking unmatched quality and craftsmanship.”
The packaging is a nod to the beer’s Dutch heritage, featuring illustrations of Amsterdam’s iconic architecture and canals. Developed locally, Amstel Grande aims to meet rising consumer demand for globally inspired yet locally brewed strong beers.
UBL, headquartered in Bengaluru, is India’s largest beer manufacturer and markets a wide range of products including Kingfisher, Heineken, Amstel, and Queenfisher, along with packaged drinking water and soda.
This expansion is expected to further strengthen UBL’s position in the Indian premium beer category and offer greater choice to discerning beer consumers across the state.
