Operational review continued
The Amstel brand
Total Amstel volume In millions of hectolitres
Amstel is available in more than 90 markets worldwide with total group sales of 12.2 million hectolitres. In addition to Amstel Lager we brew and sell various Amstel propositions including Light beers, non-alcoholics and taste suited for regional markets.
In line with our portfolio approach we developed a revised strategy for the Amstel brand which provides a distinctive role for the brand in our international portfolio. Part of this new approach has been the creation and launch of Amstel Pulse. This is a beer which meets the growing consumer desire for more accessible taste and which, through significantly lower calories and carbohydrates, taps into the consumer wellness and lifestyle trend.
In Russia, during the first year of introduction, sales of Amstel Pulse have exceeded 100,000 hectolitres. Amstel Pulse has also been launched in Australia, Greece, Dubai and New Zealand.
The packaging identity for the Amstel brand has been refreshed, first introduced in the Netherlands at the end of 2006. This new design will be rolled out to other markets in 2007. This will increase the brand’s point of differentiation and re-confirm its quality credentials within the portfolio.
In the USA a new campaign ‘Live tastefully’ was launched in the summer with new TV ads in order to revitalise the Amstel Light brand, building up on its European flavour and long-standing heritage. With Amstel Light and Heineken Premium Light our Group enjoys the largest share in the imported light beer market in the USA.
