'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 -

Dec 14, 2006, 00:00 ET from Heineken USA Inc.

    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.