Amstel Light's One Dam Good Bier Campaign Is Back to Give Consumers a Taste of Amsterdam

WHITE PLAINS, NY--(Marketwire - April 13, 2009) - Amstel Light, a leading imported light beer from Amsterdam, today kicks off the second stage of its popular One Dam Good Bier campaign by taking adult consumers on an exciting journey to "Amstel's Amsterdam" to experience a progressive twist on the art, nightlife, music and magic from the city in which it is brewed.

Each aspect of the campaign channels the free-spirited and fun culture of "Amstel's Amsterdam," including a redesigned and highly interactive Web site, innovative new packaging, new outdoor and print ads and a sweepstakes that gives adult consumers the opportunity to win a trip to Amsterdam. The crux of the brand's new campaign will be "Amsterdam Live!" -- a national touring event series inspired by Amsterdam's own "Melkweg," a nightclub that fuses together multiple art forms including live music, film, art and celebrity DJs -- all under one roof.

"We witnessed an incredible reaction to the launch of One Dam Good Bier last year as consumers made the connection between Amstel Light and Amsterdam," said Kheri Holland Tillman, vice president of marketing, Amstel Light. "The brand saw a dramatic shift in consumption as a result of One Dam Good Bier. Now, we're taking the campaign to the next level by offering memorable experiences that speak to the diverse culture and fun of Amsterdam while reinforcing Amstel Light's heritage and brewing tradition. Amstel's Amsterdam is all about enjoying One Dam Good Bier and having One Dam Good Time."

The campaign will continue to be anchored by the bold statement One Dam Good Bier, a line that describes the quality of Amstel Light and lays claim to the emotional imagery of Amsterdam. The second phase of the campaign will use "Amsterdam Live!" to bring to life Amstel's take on Amsterdam, where being unconventional and unexpected is celebrated. "Amsterdam Live!" will launch in June and tour major U.S. markets throughout the summer.

Verpakking (Packaging)

This summer, Amstel Light is launching new bottle graphics and new packaging that embodies the brand's roots and tradition by emphasizing that a "taste of Amsterdam is brewed in every bottle." The package creative features images of the Amstel River and canals running through the cobblestone streets of Amsterdam, as well as a synopsis of the beer's connection to the city. The new packaging will be showcased on 6- and 12-packs. While the bottle shape and appearance remain the same, the design of the label now highlights the word "Amsterdam."

Digitale Ervaring (Digital Experience)

Amstel Light's Web site (www.amstellight.com) has been redesigned to give adult consumers a chance to actually step inside "Amstel's Amsterdam." By hopping on a virtual bike and riding through the streets of Amsterdam, site visitors will have the opportunity to explore Amstel Light's take on the city's unique traditions and culture. Users will enjoy their own progressive experiences as they interact with "Amstel's Amsterdam" in unexpected ways, such as learning an authentic Dutch Roar (a traditional Dutch rallying cry), creating music by moving the mouse over a series of Amstel Light "bottles" and downloading their favorite Amsterdam-themed art.

Reclamecampagne (Advertising Campaign)

The Richards Group created the brand's new print and outdoor advertising campaign by using powerful and emotional images of Amsterdam to illustrate the fun energy and spirit of Amstel Light's connection to the city. The ads feature both the picturesque imagery and the festive atmosphere that have become synonymous with the city of Amsterdam, such as scenic views of the canals and groups of revelers enjoying the nightlife.

De Prestaties van het merk (Brand Performance)

Amstel Light pioneered the premium light beer category when it was introduced to the U.S. in 1982. Today, almost 50 percent of the U.S. beer market is composed of light beer drinkers and Amstel Light remains the only light beer in the category that tastes like a full-flavored and distinct European-style import with the benefits of being a light beer.

In Opslag en Bevorderingen (In-store and Promotions)

As part of Amstel Light's in-store merchandising efforts, an authentic replica of an Amsterdam street light and pub sign will serve as the display in stores. All in-store collateral, including price cards, cooler decals and mail-in rebates will feature descriptions of the "Unlock the Taste of Amsterdam" sweepstakes. Adult consumers will have the chance to enter, via text message, a unique code found on their Amstel Light bottle cap to win the grand prize -- a three night, four day stay in Amsterdam for one winner and three friends. In addition, adult consumers who enter the sweepstakes will be randomly entered to win one of 10 exclusive Dutch-style bikes.

About Amstel Light

Amstel Light is a leading imported light beer brand in the U.S. 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 U.S. 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, headquartered in White Plains, New York, the nation's premier beer importer. For more information, please visit www.amstellight.com.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.