'Tis the Season to Live Tastefully: Amstel Light Rings in the Season With Special Musical Performances
- Tasteful Renditions of Favorite Songs Spread Holiday Cheer to Commuters
in Union Square Subway -
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.
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