Amstel Light Unveils Summer On-premise Program

WHITE PLAINS, NY (July 21, 2009) – Amstel® Light, a leading imported light beer and the beer that embodies the rich culture and progressive spirit of Amsterdam, is announcing its summer “Unlock the Taste of Amstel’s Amsterdam” program that will run in targeted on-premise accounts throughout the country beginning in June.

“Our ‘Unlock the Taste of Amstel’s Amsterdam’ program will help bring the taste of Amsterdam to life in the critical on-premise channel while reinforcing that Amstel Light is ‘One Dam Good Bier’,” said Kheri Holland Tillman, VP of Marketing, Amstel Light. “The program builds on the positive momentum of Amstel’s “One Dam Good Bier” ad campaign - which launched to rave review in 2008 – by reinforcing the progressive spirit of the brand and inspiring consumers and barstaff to participate to literally unlock the taste of Amstel’s Amsterdam for themselves.”

During the program period, designated account staff or ‘taste agents’ will encourage consumers to participate in the Amstel Light Amsterdam coaster art project. Special table menu/coaster caddy kits will be available in select accounts to engage consumers, 21 years and older, and encourage them to create their own Amstel Light coaster art. Winning coasters, selected by designated account staff, can be rewarded through the display of their coaster in the account, placement on a national gallery board or through entry to win the ultimate ‘win a trip to Amstel’s Amsterdam’ sweepstakes program. A range of on-premise POS materials will be available to help create visibility and interest for the program including: coaster caddies, pennant streamers and A-frame table menus. Additionally, ‘One Dam Good Bier’ T-shirts, artistically designed bottle openers and coaster art frames will be available for purchase.

Bartenders are also encouraged to play an active roll in the promotion by creating their own coaster art to display and encourage their customers to participate. The bartender who stirs up the greatest participation will receive (where legal) a “One Dam Good Bartender’ T-shirt. The barstaff will have the final decision on all consumer coaster art entries and his/her art will appear on the account’s menu insert.

“We are excited about the program because it involves consumers and the barstaff in a fun and engaging way – much like the spirit of Amsterdam itself,” added Holland Tillman. “Amstel Light embodies that spirit.”

Amstel Light is brewed in Amsterdam in the Amstel tradition which dates back to 1870.

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