United Breweries Limited is glad to announce the launch of 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 7th largest beer brand in the world, Amstel has come a long way in marking its legacy. 

With a red and white embossed roundel, Amstel’s logo is inspired by a billiard’s ball. The founders were keen players of the sport, and they wanted the logo to represent their commitment towards the brand’s promise of a bold, full-bodied taste. Designed in green, red and gold colors, it enhances the brand appeal to the next level.

Amstel as a smooth quality premium beer has a growing appeal amongst the beer connoisseurs. The overwhelming response from Karnataka, Kerala, and Pondicherry are 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. 

We believe, the introduction of Amstel in the Tamil Nadu market will cater to their growing demand for a premium, strong yet smooth quality beer. The extra matured lager is slowly brewed to attain perfect quality, rendering a rich drinking experience to our consumers. And this internationally acclaimed premium beer will be available in Tamil Nadu at Rs.150/- for a 650 ml bottle. 

Speaking on the launch of Amstel in Chennai, Mr. Gurpreet Singh, Divisional Vice President Marketing, United Breweries Limited said, “We have received a very positive response towards AMSTEL across the southern markets and are very excited about the prospects of the brand in Tamil Nadu. AMSTEL has been synonymous with being a high quality, smooth tasting beer and we are sure that this latest addition to UBL’s product portfolio will excite our consumers and give them the experience of an ‘International Premium Strong Beer. As the market leaders, our endeavour is to always cater to the diverse needs and expectations of our consumer. The launch of Amstel is an important addition in our beer portfolio.”