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AMSTEL PAINTS THE SHELVES RED WITH NEW PACK DESIGN

This month, Amstel, the bier brand from Amsterdam, has announced it will introduce a striking new packaging design as part of increased overall investment. Rolling out across stores nationwide from February, the revamp will include a stand out red design, as well as a modernised logo, which will lend a more premium look and feel.

The category is continually looking to recruit the next generation of beer drinkers. As such, the new packaging delivers a bold, modern identity, making Amstel unmissable on shelf and driving sales for retailers. However, in keeping with consumer demand for premiumisation, the design retains a sense of the brand’s long-standing heritage and continues to reflect the quality of the beer. Furthermore, the change to red branding across the range will provide greater consistency with Amstel’s wider brand identity across the continent.

The re-design comes as part of increased investment into the brand, which will see £7M spend across media spend, across TV, cinema and social media. This will be supported by both activations in store, designed to drive consumer awareness, as well as continued sponsorship of Prudential RideLondon, encompassing in store bike giveaways as well as competitions to win trips to Amsterdam.

Nic Casby, Brand Unit Director, commented: “Amstel is a well-loved premium bier with a strong point of difference, attracting more and more affluent drinkers year on year. This, combined with its higher price point, benefits retailers who choose to stock it. As such, we are committed to putting significant investment behind Amstel for 2018, driving consumer awareness around the brand. The new pack design, which will be supported by scalable activations in store and a new campaign later in the year, is testament to this support.”

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