Shares of United Breweries Ltd rose after the company announced the expansion of Heineken Silver, one of its premium beer brands, into three additional Indian states: Kerala, Odisha and Madhya Pradesh.

Announcing the rollout, United Breweries said consumer demand for premium and international beer experiences continues to grow, and that the strong response to Heineken Silver in its existing markets reflects these evolving consumer preferences.

United Breweries, the maker of Kingfisher beer, is India's largest brewing company and is part of the Heineken group, which holds a controlling stake in the company. Heineken Silver is an international premium lager positioned in the lighter, smoother segment of the Dutch brewer's global portfolio, and United Breweries has been progressively introducing the brand across Indian markets as part of its strategy to grow its premium and international beer offerings.

The stock reacted positively to the announcement in trading following the news. United Breweries shares are listed on Indian exchanges under the ticker UBL.

The expansion into Kerala, Odisha and Madhya Pradesh broadens the availability of Heineken Silver beyond the markets where it has already been launched, as the company continues to focus on the premiumisation trend in India's beer market. India's beer market has in recent years seen consumers shift toward higher-priced and international brands, a trend brewers have targeted by introducing global labels locally, and premium segments have become a key growth avenue for large players.

Alcohol sale and distribution in India is regulated at the state level, with each state maintaining its own excise rules and pricing framework, which is why brand rollouts such as this one typically proceed state by state. Expanding into additional states therefore marks a step in widening distribution rather than a single national launch, and further additions to Heineken Silver's footprint would depend on the company's own rollout decisions in other states.

Source: CNBC-TV18