Heineken unveils smoother, superior Amstel beer

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Kampala sweethearts taste the new brand

HEINEKEN Uganda has announced the launch of AMSTEL Beer, the latest addition to the growing HEINEKEN brand portfolio.

With just four natural ingredients- water, malted barley, hops and yeast, plus a reasonable 5.0% ABV, AMSTEL beer sets the new standard for a slow brewed, premium quality beer with a flavour that is smoother and superior in taste.

AMSTEL is now available across the country.

For premium beer drinkers looking for a crisp beer, AMSTEL offers an upgrade by delivering a premium imported beer taste for an active, balanced lifestyle. The new product is available in 6-pack bottles, cans across major retail outlets and bars.

And for the soccer lovers in Uganda, the launch of AMSTEL comes with great news. The AMSTEL brand is an Official Partner of the UEFA Europa League for the 2015–18 period.

The sponsorship is an extension to the existing partnership between UEFA and Heineken for the UEFA Champions League, meaning that the Heineken company brand portfolio is present across both major European club competitions.

“Consumers who have tasted it, instantly liked it,” said Uche Unigwe, General Manager HEINEKEN East Africa.

“It’s a winning proposition. For retailers and on-premise operators, it offers an imported alternative to their beer line-up. For consumers, it offers a slow brewed, extra matured and smooth tasting beer with great refreshing taste. AMSTEL beer won’t weigh down the beer drinker so there’s no compromising an active lifestyle.”

Cindy Sanyu performs

The launch of AMSTEL beer will be supported with a fully integrated marketing program to drive consumer awareness trials and generate store traffic.

Beginning in November, consumer sampling, participation in active lifestyle events, and alignment with key influencers, will give consumers their first taste of AMSTEL. At retail, impactful merchandising will provide in-store visibility with display, shelf, and cooler materials to promote planned, impulse and repeat purchase.

In addition, trade media and PR, as well as bartender engagement activations, will complement the consumer outreach and drive select channel distribution and account support.

This entry by AMSTEL will add momentum in transforming HEINEKEN Uganda’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio” said Njeri Mburu Marketing Manager HEINEKEN East Africa.

She added, “AMSTEL is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection”

With a catchy tagline, “Lead, don’t follow”, the classic, golden AMSTEL Beer, with its very distinctive and mildly bitter taste, has over the years become well known for its unique taste that is loved by ardent beer drinkers.