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Amrut launches limited editions Bagheera and Portonova in India

Jim Murray adds zing to whisky tasting event
Plan to up exports to 100 countries from 57

As whisky enthusiasts gathered at The Oberoi, Gurugram, on March 3rd for the Amrut Distilleries’ whisky tasting event featuring Jim Murray, a distinguished whisky writer and critic renowned for his unparallel mastery of the spirit, it was evident that this was no ordinary experience. The event provided a platform for enthusiasts to engage, learn, and connect. The day culminated in the unveiling of Bagheera and Portonova, marking their debut in the Indian market.

Amrut Team L to R: Gurmeet S. Johal, MD – GD Group; Ashok Chokalingam, Master Distiller of Amrut Distilleries; Rakshit Jagdale, MD, Amrut Distilleries and V. Ravindran, Head of Marketing, Amrut Distilleries

*Rakshit N. Jagdale, MD, Amrut Distilleries Private Limited*

New products offerings, same class and elegance

Rakshit N. Jagdale, Managing Director, Amrut Distilleries Private Limited said, “We challenge ourselves at every step to craft new Amrut Malt variants. Take Amrut Portonova, for instance, an un-peated single malt whisky, that undergoes a unique maturation process. Initially aged in a blend of new American oak and ex-bourbon barrels, it is then transferred to once-used port pipes imported from Portugal before returning to ex-bourbon casks.”

The name “Portonova” pays homage to the town of Parangipettai in Tamil Nadu. Jagdale describes its flavour profile as offering an exotic and vibrant experience with notes of raisins, vanilla, cherry liqueur, and spices, maintaining extraordinary smoothness despite its full cask strength. Tasting notes reveal a rich nose with fruity hints, toffee sweetness, tropical spices, coconut, and cracked black pepper, while the palate delights with homemade red berry jam, caramel sweetness, tropical fruits, banana fritters, and a subtle saltiness, leading to an exceptionally long and fruity finish with traces of raspberries and cranberries lingering on the palate.

Commenting on Amrut Bagheera, he said, “This single malt is one to cherish. It exudes a sensory journey that is both complex and rewarding, making it a cherished addition to any whisky enthusiast’s collection.”

Bagheera’s profile boasts vibrant fruity notes, with hints of dried fruits and peach, accompanied by subtle undertones of mild orangey citrus, vanilla, and toffee. Upon nosing, one is greeted with the enticing aroma of salted caramel intertwined with dark chocolate, alongside a medley of fruity notes, possibly dried fruits, with a subtle oak presence and a touch of sandalwood that gradually evolves into a floral bouquet. The taste is a delightful fusion of fruity flavours accented by floral nuances, with a velvety, oily texture. The creamy middle is enhanced by hints of sandalwood and wood phenols, expertly balanced by a gentle peat undertone. The finish is both sweet and dry, leaving a lingering essence of peat.

Limited to 300 bottles allocated for sale in Haryana, Bagheera proves to be a highly sought-after and competitive endeavour, given its status as a truly premium and versatile whisky offering. Jagdale noted, “Since the market release is limited to Haryana and considering their distinctive richness and special status, the MRP for Portonova is approximately ₹15,000, while Bagheera is marked at ₹23,000 per bottle.”

Murray endorses

The tasting event gave an opportunity to whisky lovers to get a peek into the world of Amrut. Murray said, “I’ve known Rakshit [Jagdale] for an extended period. He embodies humility, gentleness, and authenticity, much like his father – a fact I find truly honourable. His expertise is on par with their master distiller and blender, Ashok Chokalingam. Together, they possess an acute understanding of the essence and nuances of their whiskies. I have a genuine appreciation for their creations. While I offered some minor input in guiding their direction, my primary inclination is to assist others naturally. When they released Amrut Fusion, I was thoroughly impressed. It stood out as a pinnacle of quality and innovation. In fact, I ranked it as the third-best whisky I tasted in 2010 due to its exceptional balance. The growing demand for their products prompted them to double their capacity. The recent additions, Bagheera and Portonova, hold immense promise. The dedication of the entire team is apparent in the exceptional quality of their products.”

*Jim Murray at the launch of Amrut Bagheera and Portonova*

Future plans and projections

Talking about future plans, Raju Vaziraney, Head of Business Development & Adviser, said the goal for Amrut is to remain a trusted brand in India and a place to find innovation and freedom. This means further experimentation into the soul of single malt distillation. “We will be taking our products to 100 countries around the world by 2030. Additionally, we have plans to introduce several special edition releases exclusively for the Indian market in the upcoming years. Furthermore, we intend to distribute limited batches of Portonova and Bagheera to regions beyond Haryana, but it’s important to move with the aspirational trend among Indian customers, emphasising the cautious approach in opening new markets without sufficient stock.” Amrut is presently exporting to 57 countries.

*Raju Vazirani, Head of Business Development & Adviser*

Gurmeet S. Johal, MD of GD Group, the official distributor for Amrut, added, “We handle a few states for them in North India, including Punjab, Delhi, Chandigarh, and Haryana. Our belief in Amrut’s quality is solid, and their commendable passion for their products has been a driving force for us. Over the past six to eight months, we’ve been in discussions with Amrut to bring in some of their exported malts, even in small quantities, to ensure that local consumers can savour the best offerings from Amrut. We strategically selected Haryana due to its premier status as a high-end alcohol market and with a duty-free environment.”

Johal elaborated, “After months of discussions and tastings, involving Jim Murray in the process, we finalised Bagheera and Portonova. These limited quantities were brought into the market. Looking ahead, our plan is to introduce one or perhaps two limited editions annually. Importantly, these limited editions will not be repeated. With Amrut currently offering around 45-46 different expressions of single malt, even if we request one or two each year, it will be 20 years before we consider repeating something. I want the market to understand this about Amrut: we are not merely a one or two-expression single malt company like the rest.”

Royal Salute Launches King Charles III Edition

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First created as a gift for Her Majesty Queen Elizabeth II on the day of her Coronation in 1953, Royal Salute, the master of exceptional aged Scotch whisky, marks the start of a new era of contemporary monarchy with a precious limited-edition expression, the Royal Salute Coronation of King Charles III Edition.

Since its inception, Royal Salute has honoured the British Monarchy and marked significant milestones with unique expressions that represent and embody a moment in history. As the Scotch originated as a Coronation gift 70 years ago, there couldn’t be a more fitting moment for Royal Salute to pay homage once again.

Expertly crafted by Royal Salute Master Blender, Sandy Hyslop, the coveted expression is a timeless whisky to be treasured and savoured for years to come. A blend of over 53 rare malt and grain whiskies, to reflect the year Royal Salute was first crafted, the Royal Salute Coronation of King Charles III Edition is a beautifully rich and complex expression with notes of fresh redcurrants, dark chocolate praline, and freshly roasted chestnuts, and a palate of sweet figs and fresh ginger leading up to a long and rich finish with a playful spice.

Commenting on the precious release, Sandy Hyslop, said, “This expression is a momentous tribute to both the British Monarchy and Royal Salute’s unique origin story. I wanted to mark this memorable occasion with a blend that was as iconic and special as the original Royal Salute 21 Year Old Signature Blend that was created in honour of Her Majesty Queen Elizabeth II in 1953. Crafting this blend has been the perfect occasion to reflect on the innovative approach we’ve taken to blending whisky for the past 70 years, and a moment to look forward to what can be achieved in years to come.”

The Royal Salute Coronation of King Charles III Edition is housed in a Dartington Crystal decanter, tinted in a deep sapphire blue hue, reminiscent of the precious stones set within the Imperial State Crown. In keeping with Royal Salute’s signature style, the decanter is presented in a stunning wooden box inspired by the iconic Westminster Abbey, with details intricately chiselled into the wood, paying tribute to the historic setting of British Coronation ceremonies since 1066. The jewels and crests of each country forming Great Britain were the inspiration for the artwork inside the gift box, symbolising the unity under the Crown and enduring solidarity between the nations.

Only 500 precious bottles of the Royal Salute Coronation of King Charles III Edition will be available from April 2023, at selected specialist retailers for RRP $25,000 USD.

ABD launches Jolly Roger Rum in Uttar Pradesh and Rajasthan

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Allied Blenders and Distillers Limited, the largest Indian spirits company has extended its deluxe rum Jolly Roger to Uttar Pradesh and Rajasthan. Jolly Roger offers an exceptional rum with matured special spirits.

The communication of Jolly Roger is reflective of the young audience who value the company of good friends with a great rum. Jolly Roger Rum is available in 750ml, 375ml. and 180ml. sizes.

Commenting on the launch Bikram Basu, Vice-President- Strategy, Marketing and Business Development, ABD said, “We are excited to extend the franchise of Jolly Roger to the markets of Uttar Pradesh and Rajasthan. Winter gets out the woollens, bonfires, barbeque and more of a great rum in Jolly Roger with friends.”

Bira launches Hill Station Cider Ales

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• Under ‘House of Bira 91’, the brand plans to experiment with fast growing premium beverage categories in India

• The ‘Hill Station Hard Cider Ale’ portfolio includes three variants and will be available across the country, starting with Bengaluru

Just in time for the new year celebrations, Bira 91, the world’s fastest-growing premium beer company, announced its foray into beyond beers with the launch of Hill Station, a category of Hard Cider Ales. The launch is part of the company’s move to bring new categories beyond beers, in congruence with the increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with new flavours.

Hill Station Hard Cider Ales will have three flavours of hard ciders in its portfolio – Himalayan Apple Original (5.3% ABV); Himalayan Apple Strong (7.5% ABV); and Himalayan Apple Berry Twist (5.3% ABV). These Hard Cider Ales are made from a blend of the freshest Himalayan apples and mountain barley. Their flavours are dry and mildly sweet with a hint of malt and full flavour of orchard-fresh apples. The Himalayan Apple ciders are natural and crisp, that makes them perfect for all seasons and are best enjoyed over ice.

First major cider brand

Speaking on the launch, Ankur Jain, CEO, of Bira 91, said, “Over the last few years, the preferences of young Indian consumers have shifted drastically, and they are now keen on exploring newer categories, including ciders. With Hill Station Hard Cider Ales, we aim to become the first major cider brand in the country and expand the category for this beverage. Ciders help us become a part of wider occasions that call for celebration as they can be consumed throughout the year and are perfect for afternoons as well as evenings. We are bringing this product just in time for the new year celebrations and we are sure that Hill Station Hard Cider Ales will transport consumers to their summer holidays spent in the hills, bringing back fond memories.”

He further added, “With ‘House of Bira 91’, we are continually looking to explore beverage categories that are growing rapidly and recruit consumers from the larger beverage space. The launch of Hill Station Hard Cider Ales gives us an exciting opportunity to expand Bira 91’s portfolio and pioneer the growth of beverages in the Indian premium segment.” The portfolio of Hill Station Hard Cider Ales will be available in 330ml bottles and cans across Bengaluru, priced at ₹150.

Bira 91 has been bringing flavourful beers on a regular basis, a diverse portfolio of award-winning beers, aiming to drive the global shift in beer towards more colour and flavour. Bira 91 is available in over 550 towns and cities spread across 18 countries and brews its beers across four breweries in India. Bira 91 has its flagship taproom in Bengaluru, where it releases one new experimental beer every week, paired with its curry-shop menu.

KALS launches Asio Vodka

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With the vodka market on the upturn, KALS has launched their new Indian Made Vodka, Asio Vodka in the Tamil Nadu market. The vodka is triple distilled from a blend of different grains and filtered one time through seven columns of environmentally sustainable charcoal for a pure tasting smooth spirit.

The bottle is available in three sizes, that is the standard 750 ml, 375ml and the 180 ml. The ideology behind Asio was unique and KALS wanted to create something that provides a great experience to the consumer. In order to create that experience, they created a story that revolves around India. KALS states that no spirit brand truly embodies the spirit of India – and building this story right was their goal.

The company also hosted curated experiences for the consumers in small batches to sample the product. The taste and experience were then adapted to suit the consumer’s palate, whilst retaining the essence of the brand. KALS says that it has been receiving a great response so far. Currently Asio is available in the TN market and there are plans to make it available pan India soon.

The company is looking to develop more sustainable and lucrative brands moving forward. Together with the Brand Union they’ve embarked on a rebrand strategy to transform their products for the next generation of KALS fans. And the strategy with Asio is also similar to that of the other products, which is to ensure market penetration, increase sales of existing products or services on existing markets, and thus to increase our market share. This combined with market development, product development and diversification are part of the key growth strategies for Asio and KALS.

The House of Suntory Introduces Hibiki Blossom Harmony, a limited-edition blended whisky

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The House of Suntory, the founding House of Japanese Whisky, recently announced the release of Hibiki Blossom Harmony, a limited-edition blend featuring whiskies finished in Sakura casks.

The Sakura Blossom season in early spring has always been an occasion for celebration in Japan, with many gathering around the beautiful flowering Sakura trees that inspire the Japanese to appreciate life as it blooms. Hibiki Blossom Harmony captures this joyful spirit by blending a rare selection of whiskies finished in Sakura wood casks with diverse matured malt and grain whiskies to create this particular Hibiki.

This limited-edition bottle will be available beginning in October in select global markets including in the United States, the United Kingdom, Australia, Germany, France, Spain, Austria, United Arab Emirates, Netherlands, Italy, Turkey, China, Hong Kong, Singapore, Taiwan, South Korea, Thailand and Vietnam. The expression is bottled at 43% ABV and has a suggested retail price of $160 USD.

Hibiki is a harmonious blend of various malt and grain whiskies from Suntory’s Yamazaki, Hakushu and Chita distilleries. Constantly pushing the boundaries of what Japanese Whisky can be, the House of Suntory continues to explore and experiment with various wood types. The Sakura cask was one that intrigued Fifth Generation Chief Blender Shinji Fukuyo.

“I have been mesmerised by the Sakura cask for the last five years now due to its symbolism, but also because of its distinctive, subtly floral and spicy aroma and flavour notes,” says Fukuyo. “There have been many experiments with malt and grain whisky components, and we found that there was a special alchemy between the grain whiskies and the Sakura cask. It is this special relationship – harmony – that inspired me to create this blend.”

Achieving the right balance and orchestration proved to be a great challenge from the start since the Sakura cask is one with strong character that can easily become overbearing. After a period of trial and error, Fukuyo found that the grain whiskies finished in the Sakura cask best elevated the overall balance, and the end result is a particularly distinctive expression of Hibiki. It begins with an enticing floral bouquet, followed by the signature Hibiki depth and complexity of honey, candied orange peel, jasmine and chocolatey decadence. The finish features surprising bittersweet spicy notes.

Meaning “Resonance” in Japanese, Hibiki embodies the Suntory philosophy ‘To Create Harmony with People and Nature’. As a House of Master Blenders, the House of Suntory has gone to great lengths to explore the breadth and depth of what Harmony can mean for a blend. Hibiki Blossom Harmony celebrates a particular kind of Harmony.

KALS launches Foster’s nationally post Acquisition

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As a company KALS has been growing organically and inorganically acquiring breweries and distilleries along the way. With the acquisition of Foster’s in India, the company has added a new dimension to its growth plans. A report.

KALS is looking to brew a new vision in the Indian beer industry with its acquisition of Foster’s Beer and three breweries from ABI, which include the East Coast Brewery in Odisha, SICA in Pondicherry and Malabar in Kerala, all formerly SAB breweries. The company has acquired a package deal from ABI which includes three breweries, Kerala, Pondicherry and Odisha along with the Foster’s brand.

The brand has been purchased on an outright ownership basis for India, in other words, KALS now owns Foster’s, it’s variants and all IP related properties for the territory of India. The acquisition fits very well into KALS premium growth vision and they believe that the brand is vibrant with high consumer brand recall.

Not long ago Foster’s was a Pan India brand that was well accepted and this belief has been reaffirmed by the consumers and market since its relaunch few weeks ago. KALS has also acquired a brewery in Rajasthan, formerly Mount Shivalik, with brand rights of Thunderbolt, Golden Peacock amongst others for the state of Rajasthan.

All these acquisitions have given KALS a combined brewing capacity of 3 Million HL, putting KALS as the largest standalone Indian brewer in the market.

Foster’s, the famous Australian beer, is an internationally-distributed brand of lager. It is owned by the international brewing group Asahi Group Holdings, and is brewed under licence in a number of countries, including its biggest market, the UK, where the European rights to the brand are owned by Heineken International.

KALS is in the process of rolling out Foster’s Nationally and as part of the process, the brand has been launched in Pondicherry, Odisha, Uttar Pradesh and Karnataka with plans to roll out in the other markets in the next few weeks.

In last 24 months KALS has created a solid foundation, especially in creating brewing capabilities across the country with five breweries located strategically making them the largest, stand-alone Indian brewing company.

According to spokesperson of the KALS group, the promotional strategy is currently a work in progress, and we are getting ready for the oncoming season. Plans are also afoot to launch a vodka brand which is a new segment for KALS.

KALS Distilleries and KALS Breweries was launched in one of the most backward districts of Tamil Nadu in the year 2010 and 2013 successively. Both these manufacturing units have become one of the largest players of alcoholic beverages to TASMAC, a Government run wholesale-cum-retail undertaking in Tamil Nadu. The products of KALS Distilleries and KALS Breweries have already made their imprints in the

States of Kerala and Puducherry and Karnataka.

KALS Breweries, a state-of-the-art and automated plant with its own dedicated system software, was set up with German know-how. It has also entered into a tie-up with VLB, Berlin for talent infusion and development of brewing. KALS also has exclusive manufacturing facility to produce canned beer is already installed and the products are being sent to Kerala, Puducherry and other states.

The Management of the KALS Group of Companies are particular about ensuring compliance with high standards of quality keeping the consumer preference in focus. Legal compliances are given top priority. KALS Distilleries and KALS Breweries are the first alcoholic beverage manufactories in Tamil Nadu to obtain clearance from the statutory Site Approval Committee.

This drive towards ensuring quality and satisfaction of consumer preference enabled IMFS and beer products of KALS to record the second largest sales in Tamil Nadu. KALS Group of Companies occupy the top few sales in terms of performance of alcoholic beverage products in Tamil Nadu all through the year. La Martine VSOP Premium Brandy and 1848 Premium XO Brandy are the premium segment products highly cherished and sought-after by consumers in Tamil Nadu. Kolt Extra Strong Beer, Black Pearl Triple Super Strong Beer and Sterren 7 Premium Quality Lager Beer are among the most popular beer products in Tamil Nadu. Both KALS Distilleries and KALS Breweries have a wide range of products serving all sections of society.

Anheuser-Busch InBev launches Budweiser Magnum whiskey in India

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For a numero uno beer brand to become a whisky brand is step in the right direction especially if the country is India which is a whisky drinking country.

The world over, whiskey has been seeing a renaissance. Bourbons, Scotch, craft distillations are all riding a wave of popularity among millennials. There has never been a better time to be a whiskey lover. The brown liquor is now more popular, more diverse and, most importantly, more delicious than ever.

The Indian alcohol market has been dominated by darker liquids, with 72% of total spirits’ consumption in the country being whiskey. According to the research report – ‘India Whisky Market Outlook, 2027-28’ – India consumed 237.22 million cases of whiskey in 2021 and the consumption is to reach 289.49 million cases by 2027-28, which would generate revenue of over ₹287000 crores.

In a first, brewing company Anheuser-Busch InBev or AB InBev, which has a diverse portfolio of global beer brands, including Budweiser, Corona, Hoegaarden, Stella Artois, among others, entered the spirits market in India with the launch of blended American whiskey under its brand Magnum Double Barrel in select markets. The move is part of the company’s Beyond Beer portfolio. It also is in line with its strategy to tap the trend towards premiumisation in the alcoholic beverages market in the country, while keeping consumer centricity at the core.

Artfully curated for the Indian palate but distinctively global in manufacturing craftsmanship, Magnum Double Barrel whiskey is a combination of American corn whiskey aged in white oak barrels in Kentucky and the finest of Indian single malts aged in ex-Bourbon casks, in Goa. The company is sourcing and blending Magnum Double Barrel whiskey in partnership with Sazerac and their Indian subsidiary JDPL; which has resulted in a blend of signature flavours that are silky soft with a malty and complex, creamy finish.

Commenting on the Beyond Beer portfolio and product launch, Vineet Sharma, Vice President Marketing – South Asia, AB InBev said, “Beyond being the 2nd largest spirits’ market in the world (10% of global spirits consumption) and the biggest whiskey market by volume / consumption — India also enjoys the benefits of favourable demographics, trends complimentary to premiumisation, a positive outlook on ease of doing business (EODB), and policy. We see a huge opportunity for premium offerings across the beverage category, in line with our overall premiumisation strategy. For Indian consumers, the attitude towards premiumisation is category agnostic making the country a lucrative ground for innovations across price points and categories. As a consumer-first organisation, we are actively listening to our patrons and tracking trends, behaviours and the launch of American blended whiskey — Magnum Double Barrel — is an effort to energise, reinvigorate the category, adding much-needed newness, fereshness to it. It is a true homage to the collaboration and exchange between continents, countries and cultures. The unique concoction of American corn whiskey with the finest Indian single malt is a first for the Indian audience.”

For most Indian drinkers, whiskey is an aspirational drink and the elemental choice. Widespread up-trading was evident pre-pandemic; 2021 has seen the trend accelerate significantly. As the second-largest importer of Scotch after France, India has the necessary expertise and skill to distil superior quality, globally admired, critically acclaimed liquids and ready audience in the country’s LDA (legal drinking age) + millennial consumers with disposable income that allows them to experiment. Thus, it’s a lucrative market to tap.

Taking us through their distribution strategy, Sharma said, “India is now amongst the top five markets for Budweiser globally and holds steadfast in its position as the country’s fastest growing premium brand. Over the last few years, we have gone from strength-to-strength and have an established distribution network across the nation. At present, Magnum Double Barrel will be available at select alcohol retail outlets, premium pubs, bars and leading restaurants. The plan is to listen, learn and expand.”

The company has already introduced the product in leading alcohol retail outlets in Maharashtra at ₹2,800, Goa at ₹1,800 for a 750ml bottle, and soon will be available in Karnataka, Haryana, West Bengal, Uttar Pradesh, and Punjab.

Further revealing the plans to promote the brand, Sharma informed that Magnum Double Barrel’s launch campaign — Make New Happen — delivers on the spirit of innovation and originality. “The objective of the campaign is to liberate whiskey by creatively tapping the cultural nerve of consumers who are rewriting the rules of its consumption and breaking perceptions around it. The communication caters to the ever-evolving, diverse tastes and preferences of consumers above legal drinking age who emphasise savouring their drinks by experimenting with flavours and discovering premium alternatives to classic blends. We also have long-standing relationships with music festivals, events, and allied partners, and we will be sampling across to get feedback from consumers. We really want the unique blend to take center stage and let the product speak for itself. We will continue to spotlight people, places, and passions by expertly crafting experiences for contemporary India,” he added.

Campari Group Launches X-Rated in India

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The Campari Group recently launched its popular fusion liqueur ‘X-Rated’ in the Indian market. Known for its unique bottle shape, bold pink liquid, sweet and delicious flavour; it is one of the fastest growing flavoured spirits in Asia. Famous among young, trend-seeking females as one of the finest celebratory drink, X-Rated is made with ultra-premium vodka sourced from Champagne and Ardennes regions of France.

It is an exotic blend of ultra-premium French vodka, blood oranges from Sicily in Italy and fused with tropical mango and passion fruit juice sourced from Brazil for a unique taste experience. The tropical fruit flavour with edgy citrus notes gives a long, smooth and semi- sweet finish.

On the occasion of the launch, Daniel Schwalb, Managing Director South East Asia and India for the Campari Group, says, “We are excited to expand our India portfolio with the launch of our globally successful fusion liqueur brand, X-Rated. A perfect blend of ultra-premium French vodka and tropical fruit, X -Rated is expected to become the preferred liqueur choice, especially for the discerning women consumers in this country.”

Arnab Ghosh, Marketing Director, Campari India also shares his excitement for the launch, “We are ecstatic to debut X-Rated in the Indian market. With this launch, we are looking forward to establishing a strong foot hold in a segment of the market which finds a strong resonance with the millennial consumer.”

This unique, bright-pink liqueur is well positioned to lead the growing cocktail appreciation trend in the country. It is best enjoyed over ice, on the rocks, or as a flavourful, colourful addition to champagne or a delicious cocktail.

X-Rated is a premium liqueur made with high quality ultra-premium vodka and tropical fruit juices. The liquid is made of 100% ultra-premium French vodka from Champagne and Ardennes. The mouth coating flavour is based on blood orange from Sicily in Italy and tropical mango and passion fruits juice from Brazil. The fusion liqueur is made with 100% pure organic fruit juices which is fused with ultra-premium French vodka in a secret process and is available in 750 ML and is 17% ABV.

United Breweries launches new Heineken Silver in India

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United Breweries, the country’s largest beer manufacturer and part of the Amsterdam-based Heineken group recently announced the launch of Heineken Silver, a smooth and refreshing beer that provides Indian consumers with a premium beverage that is truly designed for everyday social occasions.

Heineken Silver is brewed by seasoned master brewers using natural ingredients, including Heineken’s famous A-yeast and quality pure malt.

Rishi Pardal, Managing Director, United Breweries Limited, said, “Guided by our purpose of brewing the joy of true togetherness to inspire a better world, we are always looking to bring products to the market that match the needs of our consumers and keep up with ever-changing taste preferences across generations. We see modern consumers seeking beverages that are light, easy-to-drink and fit in well with their social occasions and Heineken Silver is perfectly designed for these moments. We are confident that the smooth and refreshing Heineken Silver will herald a new era of premiumisation in the Indian beer market.”

Rajeev Sathyesh, Asia-Pacific Director, Brand – Heineken, said, “We are excited to launch this new member of the Heineken family, Heineken Silver, in India. This delightfully refreshing, smooth and easy-to-drink lager has received a lot of love in our other markets globally. We are confident that it will also appeal to the new generation of beer drinkers in India. Heineken Silver is brewed as an all-round crowd pleaser and the perfect partner to celebrate authentic moments of joy.”

Heineken Silver is available in both on- and off-trade retail channels in Bengaluru. Heineken Silver’s 330-ml pint is priced at `120, the 500-ml can at `160 and the 650-ml bottle at `200 across off-trade retail outlets in Bengaluru. The beer comes in a sleek silver can and the iconic green bottle. Heineken Silver will also be launched in other markets very soon.

Heineken Silver has a smooth and refreshing taste, retaining the signature fruity aroma of Heineken Original with a balanced, though slightly lower bitterness.