Amstel celebrates 150-year anniversary with expansion to China
02 Dezembro 2020 - 04:00AM
Amstel celebrates 150-year anniversary with expansion to
China
Amstel marks 150 years of beer and friendship,
launching in the world’s biggest beer market1
Amsterdam, 2 December 2020 – This year, HEINEKEN
celebrates the 150th anniversary of Amstel. To mark this milestone,
the brand is launching in the world’s biggest beer market, China.
The premium pilsner is currently enjoyed in 116 countries around
the globe and will be available in select provinces across Southern
and Eastern China from November 2020. Amstel is currently a leading
global top 10 beer brand2, with HEINEKEN expecting China to become
one of the brand’s top markets globally in the next three years.
Malgorzata Lubelska, Senior Director
International Brands & Craft, said:
“Amstel is one of the fastest-growing global beer brands and this
entry into China marks a significant step in Amstel’s history.
Together with China Resources Beer, our strategic partner in China,
we are positioning Amstel as a lead beer within the accessible
premium category, which represents the largest segment of China’s
premium beer market. We are proud to be introducing this
high-quality European beer with pure malt to the Chinese consumer.
We will stay true to our heritage and the Amstel brand’s ethos by
delivering locally relevant campaigns that celebrate our Amsterdam
origins and friendship.”
Founded by two friends in 1870, Amstel is a
premium beer, slow brewed using 100% pure malt and natural
ingredients to deliver the perfect balance of pilsner taste and
refreshment. HEINEKEN markets across the globe will activate the
Amstel credentials and mark its 150th anniversary through a new
visual identity, which will feature on limited-edition packaging,
out of home and digital material.
ENDSPress
enquiriesHannah Nottage / Michael FuchsE-mail:
pressoffice@heineken.com
Investor and analyst enquiriesFederico Castillo
Martinez/ Janine Ackermann / Robin AchtenE-mail:
investors@heineken.com
About HEINEKEN
HEINEKEN is the world's most international
brewer. It is the leading developer and marketer of premium beer
and cider brands. Led by the Heineken® brand, the Group has a
portfolio of more than 300 international, regional, local and
specialty beers and ciders. HEINEKEN is committed to innovation,
long-term brand investment, disciplined sales execution and focused
cost management. Through "Brewing a Better World", sustainability
is embedded in the business. HEINEKEN has a well-balanced
geographic footprint with leadership positions in both developed
and developing markets. It employs over 85,000 employees and
operates breweries, malteries, cider plants and other production
facilities in more than 70 countries. Heineken N.V. and Heineken
Holding N.V. shares trade on the Euronext in Amsterdam. Prices for
the ordinary shares may be accessed on Bloomberg under the symbols
HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS.
HEINEKEN has two sponsored level 1 American Depositary Receipt
(ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding
N.V. (OTCQX: HKHHY). Most recent information is available on
HEINEKEN's website: www.theHEINEKENcompany.com and follow us on
Twitter via @HEINEKENCorp.
About Amstel
In 1870, Amstel was founded by two friends and
entrepreneurs in Amsterdam and is named after the river Amstel,
which flows through the city. Today, our golden beer is enjoyed in
116 countries around the globe. For 150 years, Amstel® has brewed a
high-quality beer that has the perfect balance of taste and
refreshment. Amstel® is a premium beer, slow brewed using 100% pure
malt and natural ingredients to deliver the perfect balance of
pilsner taste and
refreshment.
1 What’s on tap for the global beer market? J.P. Morgan,
2018.
2 GlobalData
- Press Release Amstel 150 China Launch (02_12_2020)
- Photo: Amstel
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