WHITE PLAINS, N.Y., June 27 /PRNewswire/ -- Amstel Light, the country's leading imported light beer, is optimizing its image by embarking on a holistic re-branding campaign entitled "Amstel Light. Live Tastefully." The campaign includes new advertising, a packaging redesign and interactive and grassroots event marketing. With this 360-degree endeavor, the brand supports the growth of the "luxury light" category with a new positioning celebrating everyday indulgences and affordable luxuries. By focusing clearly on its premium imported full-flavored taste and upscale image, Amstel Light will leverage consumer preferences for light beer and high quality goods with cachet. "Amstel Light recognizes and understands that our target consumer enjoys a more discerning, sophisticated lifestyle and pursues everyday, attainable luxuries," said Willem van der Hoeven, Brand Director, Amstel Light. "The 'Amstel Light. Live Tastefully.' campaign through its advertising, events and online elements will help show these connoisseurs of living how Amstel Light brings them the ingredients for a tasteful life." Amstel Light was introduced to the U.S. market in 1982 and marked the first true premium light beer. Amstel Light established the platform "Amstel Light: The Beer Drinker's Light Beer." in 1999, and accelerated demand for imported light beer. In 2005, Heineken USA pioneered the "luxury light" category with a bookend strategy supported by Amstel Light and the introduction of the new Heineken Premium Light. By tapping into macro consumer trends and further developing this category, Heineken USA supports its strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import segment of the US beer market. Within the U.S. beer market, light beer accounts for nearly 50% of total volume, with the import specialty and light beer segments driving growth (Beverage Marketing 3Q 2005). The Campaign The Live Tastefully campaign's multiple consumer touch points are designed to connect with Amstel Light's urban sophisticate consumer at many common points of interest. First, Amstel Light is the proud sponsor of the PGA of America, and is an official beer sponsor of Park City and Telluride resorts for the upcoming ski season and will have a strong presence on and around the mountains. The brand has also established a partnership with TV celebrity chef Dave Lieberman, whose practical approach to everyday culinary luxury makes him a perfect fit to deliver the Live Tastefully messages. Amstel Light plans to expand these partnerships to include additional celebrity chefs and other partners who will help introduce consumers to the people, places and experiences that embody the Live Tastefully mantra. In addition, through various strategic media partnerships, during 2006 Amstel Light will have a significant presence at a series of culturally-inspired, premium events across the country, including the Aspen Food & Wine Festival. The Advertising Beginning in June, print ads hit consumer lifestyle publications, blanketing upscale titles such as Fortune, Esquire, Glamour, InStyle and Vanity Fair. The campaign will also live on television with spots breaking on June 26, featuring music by the legendary musician Joe Cocker. Airing on local spot TV in key markets, the ad echoes the Live Tastefully message by inviting its consumers to bring the best ingredients -- lobster, shitake mushrooms, imported beer -- from around the world to the table so friends may enjoy a tasteful experience together. To impart a sense of authenticity, it was shot on location in Scotland, the Netherlands, and northern France -- and culminates in a restaurant scene shot in a restaurant in Amsterdam (home of Amstel Light). Amstel Light will augment the TV and print advertising with a radio campaign designed to encourage listeners to celebrate the summer tastefully and responsibly with Amstel Light. The spots focus on the classic radio staple -- the jingle -- and began airing on June 19, with a second July 4-specific spot running the course of the holiday weekend. Activating a significant online presence in August, the brand will launch LiveTastefully.com, an interactive site that will feature original content including regular reports on food, travel and trends. LiveTastefully.com will serve as campaign central and will house up-to-date campaign news, tasteful tips and recipes from celebrity chefs, product information and much more. The Packaging The newly designed packaging was first rolled out on a limited basis in November 2005, and will hit all distributors, bars and restaurants across the country this spring. Amstel Light's new bottle labels and packaging took on a crisp new look and feel that clearly conveys its updated brand image to better connect the core consumer. Featuring European cues, rich full flavor colors and a stylish upgraded label it promotes the brand's true characteristics. About Amstel Light Amstel Light is the No. 1-selling imported light beer in the U.S. The Amstel Brewery was founded in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's largest brewer of lager beer. In 1980, Amstel Light was born as an import to the U.S. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA, headquartered in White Plains, New York, the nation's largest beer importer. For more information, please visit www.amstellight.com. About Heineken USA Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.
SOURCE Heineken USA Inc.