Heineken takes a lighter approach to India’s capital

BENGALURU: United Breweries is pouring a gentler pint for Delhi drinkers. The Bengaluru-based brewer, part of Heineken’s global empire, launched Heineken Silver in the capital on 25 November, wagering that India’s largest beer market is ready for something smoother than the strong lagers that dominate local bars.

The move reflects a calculated bet on changing tastes. Indian consumers have historically favoured high-alcohol beers—Kingfisher Strong remains the country’s bestseller—but United Breweries reckons a new generation is emerging that values refinement over punch. Heineken Silver, a premium mild lager, is engineered for precisely this demographic: drinkers who want international cachet without the knockout blow.

United Breweries chief marketing officer Vikram Bahl described the launch as “an important step in growing the premium beer category in India.”  The company is pricing the beer at Rs 155 for a 330ml bottle, Rs 180 for a 500ml can, and Rs 305 for a 650ml bottle—positioning it firmly in premium territory.

Delhi, with its affluent and youthful population, makes strategic sense as a launch pad. If the variant succeeds here, expect United Breweries to roll it out nationwide.

The Indian beer market remains dominated by strong lagers that pack a 7-8 per cent alcohol punch. Whether Delhi’s drinkers are ready to trade strength for smoothness is the Rs 155 question.