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Tuesday, August 5, 2014

There’s a new lite beer in town!

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 (, Twitter (@AmstelSA) and Instagram (AmstelSA).

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