Chennai, May 2 : United Breweries Limited (UB) on Thursday
launched its iconic Dutch beer, Amstel, an international super
premium strong beer, in Tamil Nadu.
Amstel is a slow-brewed and extra matured lager, which has time
and again proved to be an authentic and internationally appreciated
quality beer. Its distinctive taste has conquered borders beyond its native, as
Amstel is proudly served across 100 countries, apart from India.
Named after the Amstel river in Amsterdam, the first Amstel batch
was brewed out of the ice secured from the river in 1870. From a
small brewery to being the seventh largest beer brand in the world,
Amstel has come a long way in marking its legacy.
Amstel as a smooth quality premium beer has a growing appeal among
the beer connoisseurs. The overwhelming response in Karnataka, Kerala
and Puducherry were a testimony to that. The brand envisions to expand its distribution throughout India in the next couple of years, with the latest being the Tamil Nadu launch.
Addressing the media after the launch, UB Divisional Vice-President
Marketing Gurpreet Singh said 'we believe, the introduction of Amstel
in the Tamil Nadu market will cater to their growing demand for premium,
strong yet smooth quality beer.' This internationally acclaimed premium beer will be available in Tamil Nadu at Rs.150 for a 650 ml bottle.
“We have received a very positive response for Amstel across the southern
markets and are very excited about the prospects of the brand in Tamil Nadu',
he said. 'As the market leaders, our endeavour is to always cater to the diverse needs and expectations of our consumer', he said and added that the launch of Amstel was an important addition in the UB's beer portfolio. (UNI)