Amstel Light Optimizes Image, Encouraging Consumers to 'Live Tastefully'

- Amstel Light Launches a New Campaign to Expand the Brand's Leadership

Position in the Luxury Light Beer Category -

Jun 27, 2006, 01:00 ET from Heineken USA Inc.

    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
     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
     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, an interactive site that will feature original
 content including regular reports on food, travel and trends. 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
     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

SOURCE Heineken USA Inc.