
05 Aug 2014 Introducing new Amstel Lite
Going ‘lite’ does not mean compromising on taste, assures brandhouse. Not only is the new beer lower in alcohol (4% ABV), it also has 25% less calories than Amstel Lager – but it’s a full-flavoured beer that is slow brewed to the same quality standards consumers have come to expect of Amstel Lager.
Diederik Vos, Amstel’s marketing manager, comments, “We have worked extremely hard to ensure that Amstel Lite still tastes like a full-flavoured beer. Just because it’s lite, doesn’t mean it has to be light on taste, and taste is something we will never compromise on.
“In South Africa, the lite beer category is experiencing growth and so proves consumers are looking for choice. Amstel Lite will offer retailers the opportunity to provide their consumers with a greater choice of brands and enable them to further capitalise on the growing category of lite beer.”
As with Amstel Lager, Amstel Lite is brewed for 21 days to ensure a premium, quality beer in every bottle or can. The bottle has the same iconic shape of the Amstel Lager bottle and the vertical label design gives it a young and trendy feel. The neck is wrapped in a silver foil to distinguishing Amstel Lite from the lager option. This look is carried through to the can, which has a clean and uncluttered design.
“We wanted the Amstel Lite packaging to catch consumer’s attention, as much as the liquid inside,” says Vos.
The launch of Amstel Lite is accompanied with a 360 degree communications campaign, in which consumers are invited to make the most of every moment and grab the opportunities that come their way. The message of “Make Your Play” embodies the spirit of lite beer. It will be brought to life through TV, out-of-home, digital marketing, social media, retail merchandising and exclusive launch events.
Amstel Lite will be launched across all on- and off-trade channels and will be available in 330ml cans, 330ml bottles, 440ml cans and 660ml bottles plus various secondary pack sizes (6, 12 and 24-packs) from 1 August 2014.
Follow all the launch activity on Facebook (Facebook.com/AmstelSA), Twitter (@AmstelSA) and Instagram (AmstelSA).
Brandhouse supports responsible drinking and has a number of programmes to encourage and to promote responsible use of alcohol.