Tag Archives: Craft Beer India

Kerala’s New Liquor Policy, Open to More Distilleries, Breweries

The Kerala government has announced that it would allow for the establishment of distilleries, breweries and spirit manufacturing units as to check import of liquor from other states. The new policy has several concessions for production and distribution of liquor, in the state’s bid to increase revenues from excise.

Under the new policy, now liquor sale can happen in industrial parks. In 2022-23, the Kerala government had allowed liquor permits in IT parks. Another concession it has granted is to give a special one-day permit on dry days. Hotels with three stars or more, along with heritage and classic resorts, now can apply for a one-day permit to serve liquor on the first day of the month for business meetings, international conferences, and other gatherings. No permission is granted on other dry days.

As per media reports, the government had granted permission to set up a liquor manufacturing centre in Elappully, Palakkad and a controversy had erupted. Now the government is planning to be lot more liberal in allowing breweries and distilleries across the state. The new liquor policy builds on the previous year’s guidelines of allowing the establishment of distilleries and units for manufacturing extra neutral alcohol (spirits).

Kerala in 2023-24 had generated a revenue of ₹31,618.12 crore from alcohol and sale of lottery tickets, accounting for one-fourth of the total revenue of the state. Revenue from alcohol sales amounted to ₹19,088.86 crore, making it the larger of the two main sources. Income from lottery sales was recorded at ₹12,529.26 crore. These figures combined account for approximately 25.4% of state’s total income.

United Breweries Limited launches Amstel Grande, ushering in a new era of Premium Beer in India

United Breweries Limited (UBL) recently announced the launch of its iconic premium beer brand, Amstel Grande, in India. The grand unveiling took place at an immersive event in Mumbai, where the entire theme transported attendees to the streets of Amsterdam. With this launch, UBL introduces a new era of premium beers in India, combining brewing excellence with over 150 years of heritage from Amsterdam.

The event saw the presence of celebrities including Aditya Roy Kapoor, Rannvijay Singha, Varun Sood, Raghu and Rajiv, Kusha Kapila, Jim Sarbh, Barkha Singh and Ahsas Channa.

Amstel Grande promises to offer Indian consumers an unparalleled beer experience, thanks to its secret ingredient: time. The beer is slow brewed and matured longer, allowing its flavours to fully develop, resulting in a rich, smooth taste. Crafted using the finest quality barley, unique Dutch yeast, and carefully selected hops, each sip of Amstel Grande is a testament to the brand’s unwavering commitment to quality.

Vikram Bahl, Chief Marketing Officer of United Breweries Limited,

Speaking about the launch, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said, “We’re thrilled to unveil Amstel Grande, a premium strong beer crafted for the refined tastes of Indian consumers. Through its meticulous slow brewing process and high-quality ingredients, Amstel Grande delivers a truly unique beer experience. Tailored to the Indian market, it’s poised to satisfy the rising demand for premium beers and we are confident it will surpass expectations. Amstel Grande is set to become a standout in our premium portfolio.”

Since 1870, Amstel has embodied the art of brewing, starting with two friends’ dream of a better beer in Amsterdam. Now, as one of Heineken’s iconic brands enjoyed in over 100 countries, Amstel brings its rich heritage to India with Amstel Grande. This premium brew reflects Amstel’s commitment to quality and its philosophy of being ‘Brewed for Bonding’, creating moments for connection and celebration among friends.

Amstel Grande arrives in India after a carefully curated journey, crafted specifically to match Indian tastes. With no added sugar and perfected through extensive global and local testing, it achieved top scores in blind tastings, setting a new standard in premium beer. Offered in 330ml, 500ml, and 650ml, Amstel Grande is designed to suit a variety of preferences, making it an exciting choice for discerning beer lovers.

United Breweries views Amstel Grande as a flagship initiative in the premium beer segment for the coming years. Developed locally in India, this launch meets the demand for a premium strong beer with global appeal and international quality, globally inspired, locally brewed. The packaging, designed with young, premium beer enthusiasts in mind, reflects the beer’s Amsterdam roots with illustrations of iconic Dutch architecture and scenic canals, capturing the charm of Amsterdam in every bottle.

Amstel Grande is now available in Maharashtra, with plans for expansion to other states in the near future. Amstel Grande is competitively priced at ₹160 for 330ml bottle, ₹195 for 500ml can and ₹250 for 650 ml bottle and readily available at leading outlets across Maharashtra.