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.