Amstel Light Running Retail Program

C-store channel includes mobile, online angle

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Amstel Light, a leading imported light beer, has announced its summer "Unlock the Taste of Amstel's Amsterdam" program that will run in retail outlets throughout the country this summer. Amstel Light is running a national under-the-cap (unique code) sweepstakes program that offers consumers the chance to win the grand prize trip to Amsterdam or one of 10 second prize Amsterdammer bicycles. A range of support materials and initiatives will be available across the different retail channels to help generate interest in the program and increase Amstel Light takeaway.[image-nocss]

Program elements for each channel include:
C-Store Channel: On-the-go c-store shoppers, 21 years and older, can enter to "Win an Amstel Light experience in Amsterdam" via mobile text-in or online through www.amstellight.com. In-store POS includes tuck-in cards and cooler decals. SLO tear pads are also available for the "One Dam Good Bier'" t-shirt mail-in offer.
Liquor Channel: The liquor store shopper, 21 years and older, can enter to "Win an Amstel Light experience in Amsterdam" sweepstakes via in-store POS. Amsterdammer bike and Ogio Backpack display enhancers as well as pole-topper displays, price cards and "One Dam Good Bier" t-shirt mail in offer are available to encourage participation in the program.
Grocery Channel: The grocery shopper, 21 years and older, can enter to "Win an Amstel Light experience in Amsterdam" sweepstakes via in-store POS. Cross merchandising offers including Dutch inspired recipes from Chef Jake Linzinmeir and Amstel Light will be available to encourage consumers to "whip up a little progressive Amsterdam spirit" at their next at-home party. "Our 'Unlock the Taste of Amstel's Amsterdam' program is a great way to generate excitement among consumers and drive display activation across all retail channels," said Kheri Holland Tillman, vice president of marketing for Amstel Light. "The program builds on the positive momentum of Amstel's "One Dam Good Bier" ad campaign - which was launched to rave review in 2008--by reinforcing the progressive spirit of the brand and offering consumers a chance to literally unlock the taste of Amstel's Amsterdam for themselves."

Amstel Light is a leading imported light beer brand in the United States. The Amstel Brewery was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's largest brewer of lager beer. In 1982, Amstel Light was born as an import to the United States. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA Inc., headquartered in White Plains, N.Y.