MUMBAI: India's brewing behemoth United Breweries Limited (UBL) has finally popped the cap on its premium beer Amstel Grande in Uttar Pradesh, giving the state's tipplers a taste of Dutch brewing prowess. The Heineken-owned company is betting its bottom rupee that UP's increasingly sophisticated beer swiggers are ready to part with extra cash for a more refined gulp.
Amstel Grande, which has already wet whistles in Maharashtra and West Bengal, is being flogged as a slow-brewed revelation. The company rather grandly claims its "secret ingredient" is time—allowing the beer to marinate longer before hitting parched throats
"After receiving an overwhelming response in Maharashtra and West Bengal, we are excited to bring Amstel Grande to Uttar Pradesh," said UBL chief marketing officer Vikram Bahl. "Uttar Pradesh is a vibrant market with a growing demand for premium beverages and we are confident that Amstel Grande will quickly become the go-to choice for those seeking unmatched quality and craftsmanship. This launch further strengthens our commitment to delivering world-class quality.”
The Dutch beer, born of two mates' boozy dreams in Amsterdam circa 1870, now finds itself competing in the crowded Indian hooch market. The Heineken-owned brand has cleverly pitched its local brewing operation as "globally inspired, locally brewed"—a neat trick that saves on shipping costs while maintaining the exotic foreign cachet.
For the privilege of quaffing this premium amber nectar, UP's beer connoisseurs will have to shell out Rs 110 for a 330ml bottle, Rs 160 for 500ml, and Rs 210 for the full 650ml experience. The price reflects what the company insists is a sugar-free formulation using "the finest quality barley" and "carefully selected hops.”
The packaging, dripping with illustrations of Amsterdam's canals and buildings, ensures drinkers can feel smugly continental while getting sozzled in Lucknow. The brew's philosophy of being "brewed for bonding" suggests that friendship itself might be impossible without the lubricating effects of a premium lager—a bold claim, but one that countless pub-goers have tested thoroughly over the centuries.
As summer scorchers loom, UBL will be hoping that Amstel Grande flows freely through India's most populous state. For a beer that boasts about taking its time, its success or failure should become apparent rather quickly.
