Amstel celebrates 150-year anniversary with expansion to China

NETHERLANDS – Popular Dutch beer, Amstel is celebrating 150 years of existence this year with a mile stone expansion into the world’s largest beer market, China.

The premium pilsner produced by Heineken is currently enjoyed in 116 countries around the globe and will be available in select provinces across Southern and Eastern China before the end of the year.

Amstel is currently a leading global top 10 beer brand, with Heineken expecting China to become one of the brand’s top markets globally in the next three years.

The move to china would be particularly advantageous to the Dutch brewer given that unlike in Europe where beer consumption has been reducing, Chinese citizens consume more and more beer every year according to Euromonitor.

Euromonitor further notes that he rise of Millennials and the constant increase level of wealth is changing Chinese taste and preferences when it comes to beer consumption.

Expectations for products in terms of quality, value, and service is increasing according to a survey by Marketing to China, presenting a greater opportunity for a premium beer such as Amstel.

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. “

She further noted that together with China Resources Beer, Heineken’s strategic partner in China, the company was 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.”

Malgorzata Lubelska – Senior Director International Brands & Craft

Founded in 1870 by Antoine de Pesters and Johannes Hendrikus van Marwijk Kooy, Amstel is a premium beer, slow brewed using 100% pure malt and natural ingredients to deliver the perfect balance of pilsner taste and refreshment.

The beer was named after the river Amstel, which flows through the city of Amsterdam where the Amsterdam Brewery which produced it for many years was located.

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In 1972 following an acquisition of Amstel by Heineken, the Amstel Brewery was closed and production was relocated to the main Heineken plant in Zoeterwoude where its production continues to date.

To celebrate the beer’s 150th anniversary, markets across the globe will activate the Amstel credentials and embrace a new visual id and mark its 150th anniversary through entity, which will feature on limited-edition packaging, out of home and digital material.

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