Amstel Light Launches New Summer Program, ‘District’

Amstel LightNEW YORK – Amstel Light, ”The Bier Drinker’s Light”, is introducing a summer program to bring full-flavored experiences to life for adult consumers. Beginning Memorial Day weekend and extending through Labor Day, Amstel Light will bring the Amstel Light District to consumers nationwide in both on- and off-premise venues.

In the on-premise, “The Amstel Light District is a place where Amstel Light will come to life with engaging social sampling activities. Through entertaining and educational materials, consumers will discover why the food, the fun, and the “bier” are all better in the Amstel Light District,” said Frank Polley, Senior Trade Marketing Director, Heineken USA.

To support the program, brand ambassadors will have a presence in select neighborhood, pub, and upscale sports bars, offering consumers the chance to sample Amstel Light (where legal) along with an entertainment guide that educates consumers about Amstel’s history, heritage and why Amstel Light is the only true full-flavored light bier. The guide includes games and activities along with Amstel Light tasting notes and unique food pairings. For both sampling and non-sampling markets, a variety of artistically designed thematic POS materials including back bar lampposts, coasters and table tents will be available to support the Amstel Light District program.

Activation in the off-premise encourages consumers 21 and older to text-in or go online to enter for a chance to win a grand-prize trip to Amsterdam (where legal) and experience the energy and culture of Amstel Light first-hand. Impactful displays and creative POS, along with enticing MIR cross merchandising offers (where legal), will draw attention to Amstel Light case stackers and reinforce the sweepstakes in the liquor, grocery and c-store channels.

“The Amstel Light drinker appreciates full bier flavor, as well as full-flavored experiences,” added Polley. “This concept offers both an exciting experience at retail, via the displays, as well as the chance to experience our brewing heritage in Amsterdam first hand, via the Amstel Light District sweepstakes — all while providing our trade partners with exciting and engaging tools to increase summer profits.

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