# Indian beer makers toast premium brands as sales surge

2026-08-09T12:40:39+00:00 | Business & Economy | Indian Opinion Desk

Corroboration: 1 independent outlet

United Breweries Ltd (UBL), India's largest beer maker, recorded a 17% rise in premium volume across its high-end brands. This includes Heineken, Amstel Grande, Kingfisher Ultra, and Ultra Max. The jump reflects a broader industry shift toward premiumisation, as consumers trade up to costlier drinks. NDTV Profit reports that the alcohol sector is increasingly relying on premium brands to boost margins. UBL's performance aligns with this trend, though the overall beer market remains price-sensitive. Premium brands now account for a larger share of UBL's portfolio, helping offset flat volumes in the mass segment.

## Coverage

- ndtvprofit.com <https://www.ndtvprofit.com/markets/cheers-to-premiumisation-why-alcohol-sector-is-relying-on-high-end-brands-11886112>
- ndtvprofit.com <https://www.ndtvprofit.com/markets/cheers-to-premiumisation-why-alcohol-sector-is-relying-on-high-end-brands-11886112#publisher=newsstand>

Tags: alcohol industry, Heineken, Kingfisher Ultra, premium beer, premiumisation, United Breweries
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