United Breweries is betting on its new beer, Amstel Grande, to take the lead in the premium strong beer category in India. Vivek Gupta, the Managing Director of United Breweries, shared that the beer is specially crafted for the Indian market, with a blend of international appeal.
Gupta highlighted that Amstel Grande is the result of the company’s focus on consumer-driven innovation. Research into customer preferences supports the goal of making Amstel Grande a top player in the premium beer segment, which currently accounts for about 17-18% of the total beer market in India. The company is aiming to compete with major brands like Budweiser Magnum, and Gupta emphasized United Breweries’ intention to “create” the category rather than simply follow trends.
As part of its efforts to strengthen its premium offerings, United Breweries is also working closely with local farmers to boost barley production. The company plans to expand its network from 10,000 to 50,000 farmers within the year, aiming for barley self-sufficiency within 7-8 years.
United Breweries, the Indian arm of Heineken, has seen strong growth with brands like Kingfisher Ultra and Amstel, and Amstel Grande is positioned to appeal to both local tastes and global standards. With a market cap of ₹50,722 crore, the company has experienced a 21% rise in its share value over the past year.
