Bengaluru-based United Breweries Limited (UBL), part of the global HEINEKEN Company, has announced the launch of Amstel Grande Packaged Drinking Water, marking a strategic expansion of its non-alcoholic beverage portfolio in India.
The company said the newly introduced packaged drinking water brand will initially be launched in Uttar Pradesh before being expanded to other states in a phased rollout. Amstel Grande Packaged Drinking Water will be available in convenient 200 ml and 500 ml pack sizes and will leverage UBL’s extensive distribution network across the country.
The launch reflects United Breweries’ growing focus on strengthening its presence beyond the beer segment and tapping into the rapidly expanding packaged drinking water market in India.
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Commenting on the development, Vikram Bahl, Chief Marketing Officer at United Breweries Limited, said the addition of Amstel Grande Packaged Drinking Water is an important milestone for the company’s portfolio diversification strategy.
“Amstel Grande Packaged Drinking Water is an important addition to our portfolio. Leveraging UBL’s well-established distribution network and deep channel partnerships, we are well positioned to grow this brand,” Bahl said.
According to the company, the new product has been developed and manufactured while adhering to stringent quality and safety standards in line with UBL’s established manufacturing practices.
Industry observers believe the move comes at a time when demand for packaged drinking water continues to rise across India, driven by urbanisation, increasing travel, hospitality sector growth and changing consumer preferences for safe and hygienic hydration products.
United Breweries, India’s largest beer manufacturer, has steadily expanded its beverage portfolio over the years. Apart from beer, the company also produces packaged drinking water, soda and non-alcoholic beverages. The latest launch under the Amstel Grande brand is expected to strengthen its footprint in the fast-moving consumer beverage segment.
UBL’s portfolio includes several well-known brands such as Kingfisher Strong, Kingfisher Premium, Kingfisher Smooth, Kingfisher Ultra, Kingfisher Ultra Max, Kingfisher Ultra Witbier, Heineken Original, Heineken Silver, Amstel Grande and Heineken 0.0.
The company’s strong retail and distribution network is expected to play a key role in the nationwide expansion of the newly launched packaged drinking water brand. Market experts also see the move as part of a broader industry trend where alcoholic beverage companies are increasingly diversifying into adjacent beverage categories to broaden revenue streams and cater to evolving consumer demand.
With the initial rollout beginning in Uttar Pradesh, industry stakeholders will closely watch how Amstel Grande Packaged Drinking Water performs in one of India’s largest consumer markets before its expansion into other regions.
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