Amstel, which is one of Europe's most popular beers, is almost unknown in the UK where it is aiming to position itself at the top end of the standard British beer market.
Amstel will be supported by major below-the-line activity on selected target outlets, including point-of-sale material and back-bar merchandising, geared to supporting its presence in outlets. Other marketing initiatives to support the launch include tie-ups with the Netherlands Tourist Board, reflecting Amstel's strong Dutch heritage.
Draught Amstel is initially being launched in London and Manchester, with a nationwide rollout to follow. Amstel's move into the UK is supported by a £14m spend on TV sponsorship and perimeter boards in the current 2002/03 football season. The brand positioning has been created by Interface, and acknowledges the beer's Amsterdam origins.
Simon Green, senior brand manager for Amstel in the UK, said: "We are committed to creating the true Amstel experience in the UK and so will work closely with those outlets that are right for our brand, rather than making an all-out rush for volume. We are already in 50 vanguard outlets in London and Manchester and early sales figures are very impressive."
The rollout of the 4.1% strength Amstel comes as sister brand Heineken is strengthened to around 5% to compete with UK premium lagers.
'Chilled in Amsterdam' will be used on glasses, point-of-sale material, staff T-shirts, and on break bumpers around Champions League coverage.
Heineken hopes to sell draught Amstel in 1,500 outlets by the end of 2003 and is working with Diageo on the installation of the new draught Amstel in licensed outlets.
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