Amstel defines its premium position in national off-trade roll out

Amstel have rolled out nationally with a major redesign for the brand revealing a premium new look.

At the end of March, Amstel unveiled a brand new look with new pack formats in the off trade, in a move that will drive category value and provide a premium lager choice for shoppers.

Tapping into the consumer trend towards Premium Lager*, which has seen new shoppers enter the category, and following the impressive +25% volume growth of Amstel in the on trade, the dramatic transition to green packaging across both bottled and canned variants will sport a refreshed Amstel logo and heritage touches to remind consumers of the authenticity of the Amstel brand and reflect the quality of the product inside.

The re-launch will be supported with a new campaign, and HEINEKEN will reveal details later in the year.

David Lette, Premium Brands Director at HEINEKEN said: “We are revealing a vivid new look for Amstel which will help replicate its already successful on-trade performance, in the off-trade.

The new look will support premium retail pricing, and help our trade customers to capitalise on the current growth in the Premium Lager category. The new design reflects the brand’s modern, premium positioning; and will encourage shoppers to trade up to premium lager by reinforcing the taste credentials of the beer inside.”

The new Amstel will hit the shelves in March with roll out across the rest of the channel by 1st May.

Amstel will be available in in a 440ml can in 4 pack, 10 pack and 12 pack, a 300ml bottle in 6 pack, 15 pack and 20 pack, and a 650ml single bottle.

* Premium lager value growth of 1% Source – Nielsen Scantrack data to 02.01.16, Value % chg v YA | Total Coverage

www.amstel.com