Amstel Gets Lemons, Makes New Radler Beer

New brew capitalizes on healthy growth of shandy style

Published in CSP Daily News

NEW YORK, N.Y. -- Amstel, the full-flavored beer with 140 years of European brewing heritage, is introducing a new authentic Radler beer mix for summer. Amstel Radler, made with lemon juice and other natural ingredients, leverages the quality and expert craftsmanship of Amstel Bier while offering consumers 21 and older a double refreshing taste alternative perfect for summer’s outdoor activities and impromptu gatherings.

Inspired by the long-standing European tradition of combining beer and lemon juice, Amstel Radler stands apart from domestic shandy style offerings. “The shandy-style segment has really taken off in the U.S. in recent years, growing 58% in 2013 with no signs of slowing,” said Frederique Asberg Sr., director innovation at Heineken USA. “Amstel Radler elevates this popular style to a new level with natural ingredients and high-quality Amstel beer from a renowned and respected brewer. In Europe, Radler beers have launched successfully in several markets over the last few years including Poland, the United Kingdom, Italy, Belgium and The Netherlands, commanding a premium price and reaching up to 17% share of the mother brand volume. We are excited to introduce U.S. consumers to the premium taste of Amstel Radler.”

Independent taste tests show that Amstel Radler generates a positive response among consumers. “Consumers prefer Amstel Radler above beer for it’s  refreshing taste," Asberg said. "They also commented on the product's versatility and consider Amstel Radler appropriate for a wide variety of occasions, including after sports, brunch and social outdoor gatherings.”

Amstel Radler will be available in select markets from mid-March through August 2014. Amstel will support the limited release with high impact, custom designed displays and other POS elements along with sampling events (where legal). Amstel Radler will be available in 12-oz. bottles in 6-packs and 12-oz. cans in 12-pack.

Heineken USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.