WHITE PLAINS, N.Y., Dec. 14 /PRNewswire/ -- Amstel Light, one of the
country's leading imported light beers, tastefully celebrates the holidays
in New York with festive surprises to enhance the experience of commuters
and shoppers in Union Square subway station. Inspired by Amstel Light's new
holiday ads featuring musical scores of favorite holiday songs, 12 members
of The Live Tastefully Bottle Symphony will perform a unique rendition of
the tunes by blowing notes on Amstel Light bottles and will be accompanied
by The String Orchestra of New York City. The group will perform on
December 14 from 9:00am - 2:00pm, giving the city's busy straphangers a few
moments of beautiful classical music to soothe their otherwise hectic
morning and lunchtime commutes.
"Amstel Light is honored to celebrate the holiday season in New York
City and to elevate the experience for patrons of Union Square, one of the
city's main commuter hubs and points of interest," said Willem van der
Hoeven, Amstel Light brand director. "In capturing the spirit of the
holidays with a tasteful and unexpected musical experience, we hope to
remind those traveling around the city during this busy time of year to
indulge in and appreciate what the holidays are all about."
Amstel Light's "'Tis the Season to Live Tastefully" holiday ads will be
on display throughout the entire Union Square subway station until the end
of the month to showcase the brand's holistic re-positioning campaign
celebrating everyday indulgences and affordable luxuries.
The Live Tastefully Campaign
The Amstel Light Live Tastefully campaign celebrates the appreciation
for the finer things in life and is supported by sponsorships of golf, ski,
culinary and cultural events across the country, as well as an advertising
campaign. Consumers can visit LiveTastefully.com to find information about
Amstel Light sponsored events across the country. As part of the campaign,
Amstel Light is the proud sponsor of the PGA of America, and is the
official beer sponsor of Park City and Telluride resorts for the upcoming
ski season. Amstel Light was also the exclusive beer sponsor of the 2006
Bridgehampton Polo Series, and made itself visible to guests at the event.
About Amstel Light
Amstel Light is one of the country's leading imported light beers. 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, one of
the country's leading imported light beer brands; 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.
About String Orchestra of New York City
Now entering it's eighth season, SONYC (String Orchestra of New York
City) has established itself as one of the leading young ensembles in New
York City with regular performances at New York's Merkin Concert Hall and
Weill Recital Hall at Carnegie Hall. A conductorless chamber ensemble,
SONYC members rehearse in a collaborative effort that allows each musician
to have an impact on the artistic process. The flexibility and intimacy of
a string quartet are thus fused with the power and scope of an orchestra.
Please visit www.sonyc.org for more information.
SOURCE Heineken USA Inc.