Amstel pushes premium positioning with off-trade revamp

15 March, 2016

Amstel is to roll out nationally with a premium new look from May this year.

Heineken UK is relaunching its Amstel lager brand in the off-trade to continue its vision of tapping into the growing premium lager sector, and following the 25% volume growth for the brand in the on-trade.

The relaunched Amstel will hit stores from the first week of May, in a range of packaging formats including a 650ml bottle and multipack cans in 4x440ml, 10x440ml, 6x300ml, 15 packs and 20 packs as well as a price-marked 500ml pack at £5.49. The activity will be supported by a new campaign.

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 capitalize 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.” 

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