Amstel Light to Live Tastefully

- Brand to Debut New Premium Campaign -

Sep 26, 2005, 01:00 ET from Heineken USA Inc.

    WHITE PLAINS, N.Y., Sept. 26 /PRNewswire/ -- Amstel Light, the country's
 leading imported light beer, is introducing a new dynamic marketing campaign
 designed to expand upon the brand's leadership position within the Luxury
 Light beer subcategory.  The new campaign will live under the Amstel Light.
 Live Tastefully umbrella and will reinforce its worldly, sophisticated and
 premium image with key consumers.  The new campaign replaces Amstel Light's
 highly successful The Beer Drinker's Light Beer campaign, which launched in
     New packaging and labels for the premium product will play an integral
 role in establishing Amstel Light. Live Tastefully.  Developed by Ceradini
 Design, packaging upgrades include a more sophisticated label, as well as a
 chic new look for its 6-packs and 12-packs. The packaging innovations are
 designed to reinforce Amstel Light's full-flavored taste and European heritage
 while connecting the brand to the upscale and premium lifestyle critical to
 its key consumers.  National rollout is just ahead.
     Amstel Light. Live Tastefully features new advertising creative developed
 by Amstel Light's advertising agency of record, Publicis New York.  The two 15
 second ads, "Kitchen" and "Perfume," capture the spirit and essence of Amstel
 Light's consumers and emphasize the values that are most important to them.
 The commercials are airing on NBC's late night show line up including The
 Tonight Show with Jay Leno and Saturday Night Live.  Additionally, the ads are
 running during TBS's broadcasts of Sex and the City and on sports network
 ESPN.  Expanded 30 second ads are set to break later in the year, further
 reinforcing Amstel Light's premium image and taste.  The campaign will also
 feature new print ads slated for holiday '05 in major lifestyle magazines
 including Fortune, Esquire, Glamour, InStyle and Details.  Radio spots will be
 featured in key markets, including New York, Los Angeles, Chicago,
 Philadelphia and Boston.
     "Our Amstel Light.  Live Tastefully campaign is a real acknowledgment and
 celebration of the lifestyles and tastes of our key Amstel Light consumers,"
 said Willem van der Hoeven, Brand Director, Amstel Light.  "Amstel Light
 consumers are sophisticated, worldly and seek to taste the best of what life
 has to offer.  This campaign places an emphasis on the unique ways in which
 Amstel Light fits into the lifestyle choices of our target groups."
     Amstel Light, the largest-selling imported light beer brand, is part of
 Heineken USA Inc., which is a subsidiary of Heineken N.V. (Netherlands), which
 is the world's most international brewer.  Other brands imported into the U.S.
 include: Heineken Lager, the world's most international beer brand; Heineken
 Dark; and Buckler non-alcoholic brew.

SOURCE Heineken USA Inc.