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Amstel Brewery (Dutch: Amstelbrouwerij [ˈɑmstəlbrʌuəˌrɛi]) is a Dutch brewery founded in 1870 on the Mauritskade in Amsterdam. It was taken over by Heineken International in 1968, and the brewing plant closed down in 1982, with production moving to the main Heineken plant at Zoeterwoude. History.
For over 150 years, Amstel has brewed a unique beer for all those people and moments in life so valuable they should be savoured and so good they must be shared. Scroll down and discover what makes Amstel so unique!
© Heineken UK Limited 2020, Registered Company Number SC065527, Registered Office 3-4 Broadway Park, Edinburgh, EH12 9JZ
The Amstel ® founders loved to play billiards together and the logo still represents their commitment and friendship today. Amstel Bier has a proud history spanning over 150 years. Learn all about the history of Amstel Bier here.
- How Was Your Brand Born and What Does It do?
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Amstel is one of the largest international beer brands in the world. Our brand was born in 1870 in Amsterdam, first brewed by two friends who wanted to share a better quality beer. Both Amstel and the city of Amsterdam itself are named after the river Amstel, which flows through the city, and the brewery originally used water from the river as part...
I would argue that it is its timeless association with premium quality combined with a more flexible taste profile. Amstel is an instantly recognisable name, with European provenance and strong association to quality through our brewing processes and better ingredients, but differently than other Global brands, we embrace a more flexible approach, ...
Amstel ultimately stands for friendship and bringing people together. It was born in an inclusive and progressive city with an enduring spirit of togetherness, and it will always focus on brewing a better beer that helps to bring people and communities together.
Amstel is now sold in 115 markets around the world, but together with this broad expansion, we also saw the need to cater to a number of different expressions tailored to local needs. Whist this has afforded Amstel a fair amount of creative freedom when it has come to branding, positioning and communications, the challenges come with ensuring that ...
Throughout the years, Amstel has had very successful campaigns reinforcing its role as a quality brand that brings people together. I would highlight two campaigns that had a very positive impact in landing this positioning: · “In the Amstel tradition” (2006-09), which offered a humorous read of how Amstel friends had an impact in iconic moments th...
Our biggest opportunity is to accelerate the roll out of our active lifestyle propositions, such as Amstel ULTRA®, Amstel ULTRA® Seltzer and Amstel 0.0. Consumers around the world have never been more aware of the importance of health and wellness. Finding the right balance between achieving our goals, staying healthy and taking time to enjoy the l...
We don’t have an in-house creative team or an agency of record, instead we work with a pool of creative agency partners that can support us in different Global projects, and we evaluate the best fit on a project by project basis. Our “Choose Your Way to Live” campaign was developed by the independent creative shop Hello_from Mexico, which was also ...
A challenging mindset and the enthusiasm to make an impact with each project, independently of its size / scope. A strong strategy team is also important since it has a massive impact on how we land on the best creative routes, but probably the most critical element is the ability to set up collaborative environment where open communication and dif...
Stay true to your brand’s ethos & values and always keep your consumers at the heart of your actions. This is something that has worked very well for us, even with a more flexible approach to drive local relevance, we have always kept the spirit of Amsterdam and our focus in bringing people and communities together as core elements of our different...
As the Global Brand Director for the Amstel & Sol brands, it is safe to say I don't really have a 'typical day', as my role is multi-faceted – but that is quite exciting. I am responsible for setting the global growth strategies for these brands and driving their implementation in coordination with our markets. These include a range of different Ma...
The brand Amstel awareness and the achievements continue to be supported by important, national and international, sponsored events. In 1870, Charles de Pesters and Johannes van Marwijk Kooy established the Amstel Brewery on the Mauritskade in Amsterdam.
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Homepage Amstel bier - Sinds 1870 met vriendschap ... Dutch newspaper Algemeen Dagblad calls it the best non-alcoholic beer. Meer info; Amstel Light. Same taste, less ...
