United Breweries Ltd plans to sell 2 million cases, to foray into craft beer

“Newer segments are emerging in the beer segment on price points. The Amstel brand beer is positioned as accessible premium brand priced about Rs 10-15 above the mass premium brand segment,” said Gurpreet Singh, Divisional Vice President Marketing.

“We will be launching Amstel beer in Andhra Pradesh, Rajasthan, Delhi, Maharashtra and also in the Eastern markets so as to have a national foot print,” Singh said. United Breweries hopes to sell about two million cases of Amstel beer by the end of this fiscal.

He said the company has launched the brand in Karnataka, Puducherry and Kerala with Tamil Nadu being the latest market. Singh said TN is a strong beer market so, Amstel beer is launched early before other markets. Singh said the Indian beer industry is growing at 9-10 per cent whereas United Breweries is logging about 12 per cent growth.