UB gets ready for AMSTEL’s pan India launch

United Breweries Ltd, a leader in the alco-bev segment in India, which recently rolled out the iconic Dutch beer brand, Amstel in the markets of Bangalore, Pondicherry and parts of Telangana, has already lined up its pan India launch over the next 18 to 24 months, said Samar Singh Sheikhawat, senior vice president, marketing, United Breweries Ltd.

Interestingly, the super – premium strong beer segment in the country is nearly 10 million cases, growing at a CAGR of 40 per cent. The other key brands in this segment are Carlsberg Elephant, Budweiser Magnum and Kingfisher Ultra Max.

“The relevant metric is to grow volumes rapidly, ahead of the segment growth. We are looking at a 20 per cent market share of this segment in two years. And we would like to reach there with the help of pan India launch, multiple manufacturing locations, strong distribution presence, aggressive pricing, sharply defined consumer facing initiatives and breakthrough communication and digital presence drawing from the international , premium heritage and provenance—a combination of all,” said Sheikhawat.

Interestingly, named after the Amstel River in Amsterdam, the water of which was used in the production at the first Amstel brewery, Amstel is a light-bodied, easy to drink smooth beer, which has delighted consumers across the world and now it is set to cater to beer lovers in India. The company wanted to respond to the growing demand for a premium, strong quality beer in the Indian market. The launch of Amstel brings another major imported brand into the UBL product portfolio, after the recent launch of Desperados, Dos Equis, Affligem, Edelweiss and Sol, increasing its brand touch points through an amazing collection of quality crafted international premium beers.

Significantly, the overall beer market in India is estimated to be nearly 300 million cases, growing in single digit. And UB enjoys over 50 per cent market share in the overall beer market in the country.

“Amstel is one of Amsterdam’s oldest beers, sold globally in over 100 countries. We see the brand has great potential in the premium strong segment that currently lacks options and we hope to fill the gap with Amstel. For over a century, Amstel has been synonymous with quality and enjoyment and we are sure that this latest addition to UBL’s product portfolio will excite our target consumers and give them a sense of ‘Beer Nirvana’,” said Sheikhawat.

Amstel is being made available in 650ml bottles and 500ml cans in the brand’s iconic green, red and gold colors. The unique packaging design incorporates and enhances its exemplary brand appeal, reinforcing the premium positioning of the brand. The labeling will clearly display the promise of a bold, full-bodied taste, he said.


Ritwik Mukherjee