Brandhouse, one of the
leading alcohol beverage companies in South Africa, announces the launch of
Amstel Lite. This newest addition in the lite beer category will hit the market
from 1 August 2014.
Going ‘lite’ does not mean
compromising on taste, as brandhouse proves with the launch of Amstel Lite, the
newest lower-ABV beer to launch in the South African market. Not only is it lower
in alcohol (4% ABV), it also has 25% less calories than Amstel Lager – but it’s
a full-flavoured beer that is slow brewed to the same
quality standards consumers have come to expect of Amstel Lager.
Diederik
Vos, Amstel’s Marketing Manager, comments, “We have worked extremely hard to
ensure that Amstel Lite still tastes like a full-flavoured beer. Just because
it’s lite, doesn’t mean it has to be light on taste, and taste is something we
will never compromise on.”
In
South Africa, the lite beer category is experiencing growth, but at the moment this developing market is very limited
and consumers are looking for choice. Amstel Lite will offer retailers the
opportunity to provide their consumers with this desired choice and enable them
to further capitalize on the growing category of lite beer.
Just
like Amstel Lager, Amstel Lite is brewed for 21 days to ensure a premium,
quality liquid inside each and every bottle or can. The bottle itself follows
the same iconic shape of the Amstel Lager bottle and thanks to its dynamic and vertical
label design it has a young and playful feel. To top it all off, the neck is
wrapped in a silver foil – creating a sense of freshness and fun, and
distinguishing the exciting new Amstel Lite from the Lager option. This look is
carried through to the can, which, with its clean and uncluttered design, will
stand out on shelf. “We wanted the Amstel Lite packaging to catch consumer’s
attention, as much as the liquid inside” says Vos.
The
launch of Amstel Lite is accompanied with a 360˚ communications campaign, in
which consumers are invited to make the most of every moment and grab the
opportunities that come their way. The message of “Make Your Play” embodies the
spirit of our lite beer. It will be brought to life through TV, out-of-home,
digital marketing, social media, retail merchandising and exclusive launch
events.
Amstel
Lite will be launched across all on- and off-trade channels and will be
available in all the key sku’s (330ml can, 330ml bottle, 440ml can and 660ml
bottle) and various secondary pack sizes (6, 12 and 24-packs) from 1 August 2014
onwards.
Follow
all the launch activity on Facebook (Facebook.com/AmstelSA), Twitter (@AmstelSA)
and Instagram (AmstelSA).
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