Netherlands: Heineken to launch its biggest ever push behind Amstel

Heineken is launching its biggest ever push behind Amstel in a bid to double its distribution in the next year.The 4.1% abv on-trade exclusive lager is stocked by 1,500 outlets where it has created a market for mid-strength “premium standard” beers which sell for 10-15p more per pint than brands such as Carling and Foster’s, Morningadvertiser posted on April 27.

The brand’s first major advertising campaign draws on the relaxed culture of Amstel’s Amsterdam home in a tongue in cheek look at beer drinking on the continent compared to the UK. Four creatives will run on 1,300 poster sites showing real Amsterdammers giving a word of advice to British drinkers in Ditch such as Slokje, meaning ‘little sip’ along with lines including “We race with our legs, not our beers”.

Amstel’s brand manager, Toby Shaw, stated: “We are a lager brand and want to use some humour and have some fun. It’s about showing the ‘Amstel Way’ while tapping into concerns in the UK over binge drinking but in a light hearted way.”

Mr. Shaw said that half of all outlets stocking the beer would have a poster 100 meters away. Extensive PoS material is also available to support the relaunch including bean bags, t-shirts and branded glasses.