Amstel Unveils Summer Retail Program

Amstel Light, a leading imported light beer in the progressive spirit of Amsterdam, announced its summer “Unlock the Taste of Amstel’s Amsterdam” program that will run in retail outlets throughout the country this summer.


“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, 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 currently 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 ten 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. 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 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. Adult liquor store consumers 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 Tactics. 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.


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