Amstel Enters The Growing Wheat Beer Category

WHITE PLAINS, N.Y. — Amstel Light, a leading imported light beer from Amsterdam, announces the introduction of Amstel Wheat Bier, an authentic Dutch wheat beer brewed with Amstel’s signature craftsmanship and a brewing tradition that began over 140 years ago.

Amstel Wheat Bier is a deep golden color with orange and amber hues. The aroma is rich with fruit and floral notes and a subtle tease of freshly baked bread while the taste is slightly fruity with soft hoppy undertones.

“Amstel Wheat is delicious and smooth,” commented Amanda Hawk, Brand Director for Amstel Light, Heineken USA. “It delivers all of the signature attributes of an authentic Dutch wheat beer brewed with the craftsmanship adult consumers have come to expect from Amstel.”

Amstel Wheat Bier will launch in the on-premise channel in seven select markets (New York, Boston, Providence, Atlanta, Minneapolis, Chicago, San Francisco) beginning in August 2011. To support the launch, Amstel has developed a range of POS and merchandising materials including posters, table tents, coasters, t-shirts and tap handles, all designed using colors and cues that evoke the natural wheat used in the brewing process.

In addition, Amstel will host consumer sampling events in select on-premise accounts (where legal) and is offering authentic European wheat beer glassware that highlights the visual and taste appeal of the new Amstel brew. The Amstel Wheat signature glassware is tall and sleek to showcase the liquid’s deep golden color while the glasses wider, round mouth helps create a thick head that seals in the Bier’s exceptional flavor.

“This is the perfect time to introduce American consumers to Amstel Wheat Bier, the newest gem in the Amstel family,” concluded Hawk. “The wheat beer category, at +25% sales, is growing 3X faster than import, craft and micro beers. Combine this impressive growth with Amstel’s strong consumer awareness and stellar reputation of quality and craftsmanship, and the result is a wheat beer that offers consumers a great new product from a trusted brand and on-premise operators a new way to grow their import beer sales. It’s a natural fit and a win, win for all.”

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