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Thursday, October 18, 2012

AMSTEL LAGER’S new packaging wins with fans and enhances its iconic appeal

Wednesday, October 11th, 2012Amstel Lager, SA’s original premium beer brand, announces the launch of new packaging designs that incorporate and enhance its iconic brand appeal. With the last update to the packaging in 2007, this contemporary, fresh, design reinforces the premium positioning of the brand.

Building on the brand mission of providing consumers with a premium experience, Amstel commissioned the internationally renowned design agency Vbat to design a complete new packaging identity that reflected our quality and premium positioning. “Packaging is the most tangible point of contact with our consumer and the new look reflects not only the quality of our beer, but further enhances our premium nature.” says Diederik Vos, Marketing Manager Amstel Lager.

The redesigned packaging intensifies Amstel’s iconic green and gold colours. Striking new design elements on the bottle itself and through the use of a modern, clear plastic label capture the progressive attitude of the brand. The bottle is taller, more slender and more comfortable to hold. The “shoulders” are pronounced in profile, more masculine, giving the whole bottle a bit more stature. At the base it is signed off with beautiful Amstel embossing, carefully balanced against the elegantly updated gold foil on the neck. Fans will also note that the new round badge is now also printed on the bottle top bringing the whole pack together in a more engaging and rewarding way. Finally we now proudly display our promise of Slow Brewed Extra Matured beer where it should be – up front.

The new look has also been applied to the cans and across all our secondary packaging. It’s more of a revolution. Firstly the design enhances the feel and the colour. A distinctive golden arc defines the rich green and gold across the can making it vibrant and giving it standout appeal. It’s a contemporary feel that brings the new round logo to life and, as with the bottle, allows our Slow Brewed promise to stand proud. 

In research consumers simply love “their new packs”, adopting them as their own from the very first viewing. “The new pack is stylish and striking with a modern feel. It truly stands out compared to other brands,” commented one of the consumers, summing up the excitement surrounding the new pack. “Amstel has always been a premium beer, and the new sophisticated and attractive look puts it in a class of its own.” says another.

Summing it up Diederik Vos continues, “We’re proud that a beer with our tradition of taking the time to get it right, has got it right according to our loyal fans.”

The new packaging (330ml and 660ml bottles, 330ml and 440ml cans) will be available from October 2012 onwards. When it arrives be sure to take your time to enjoy it!

Video Screen shots -

Brandhouse supports responsible drinking and has a number of programmes to encourage and to promote responsible use of alcohol. Amstel is not for sale to persons under the age of 18. Drink Responsibly. For more information about Brandhouse, its people, and brands visit us at

Issued By Twiga Communications

For further information, and interview requests, please contact:                       
Franco D’Onofrio
Twiga Communications
011 024 3983 / 082 443 4410

Video (Supplied by Twiga) Screen Shots for GoXtra News By Buchule Raba

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