Amstel is the latest beer to tap into the so-called ‘premiumisation’ trend, with redesigned pack formats available from May.
The new look green packaging across both bottled and canned variants will sport a refreshed Amstel logo and heritage touches to “remind consumers of the authenticity of the Amstel brand and reflect the quality of the product inside”.
The relaunch will be supported with a new campaign, details of which have yet to be announced.
David Lette, Premium Brands Director at Heineken said: “The new look will support premium retail pricing, and help our trade customers to capitalise on the current growth in the Premium Lager category. The new design reflects the brand’s modern, premium positioning; and will encourage shoppers to trade up to premium lager by reinforcing the taste credentials of the beer inside.”
Within convenience and wholesale, the new Amstel will be available in a 440ml can in 4- and 10-packs; a £5.49 PMP of 4 x 500ml cans; a 300ml bottle in 6-, 15- and 20-packs; and a 650ml single bottle.
The relaunch comes as Heineken announces that its Star Retailer scheme has now helped retailers to contribute £49m to the Beer and Cider category in the convenience channel since it launched in 2012.
The aim of the scheme is to help customers stock the right range of products, ensure their beer and cider category is laid out correctly in the chiller and make sure that key brands have enough space to maintain availability. By implementing all of this advice, Heineken says retailers find that their cider and beer sales increase by around 12% on average.
Retailer Stuart Chaffey commented: “By following the scheme’s advice, we’ve added bottles into the chiller and improved the layout of each category, making it easier for shoppers to find what they are looking for. We saw our beer and cider sales increase by 19% in the first month alone!”
