United Breweries Limited (UBL), part of the HEINEKEN Company, has launched Heineken Silver in Assam, expanding the premium beer brand’s presence to its 11th market in India. Effective October 9, 2026, the launch strengthens UBL’s strategy to tap into growing consumer demand for premium beer and international brewing experiences in the Indian market.
Heineken Silver is brewed using the brand’s signature A-Yeast and a distinctive horizontal brewing process, combining three natural ingredients: barley, hops and water. The brewing technique delivers a smooth, crisp and subtle taste profile, positioning the lager as a refreshing option for consumers seeking a premium beer experience.
In Assam, Heineken Silver is available at retail outlets at ₹120 for a 330ml pint, ₹160 for a 500ml can and ₹200 for a 650ml bottle. The pricing and multiple packaging options provide consumers with different formats to choose from as the brand expands its availability in the northeastern state.
Commenting on the launch, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said the expansion reflects the growing preference for premium beer offerings across India. He noted that Assam is an important market where consumers are increasingly exploring premium beer choices, adding that the launch will make Heineken® Silver’s smooth and refreshing taste available to more consumers in the state.
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Amrut Distilleries Expects Flat Sales Until 2030 Amid Indian Single Malt Whisky Supply ConstraintsThe Assam launch follows Heineken Silver rollouts in markets including Kerala, Odisha and Madhya Pradesh. The expansion is part of UBL’s broader premiumisation strategy, which leverages its pan-India manufacturing network and diverse brand portfolio to strengthen its position in the premium beer segment.
Headquartered in Bengaluru, United Breweries Limited is one of India’s leading beer manufacturers, with a portfolio that includes Kingfisher and Heineken. Through continued product launches and geographical expansion, the company aims to capitalise on evolving consumer preferences and strengthen its presence in India’s premium beer market.
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