Brandhouse has announced the launch of Amstel Lite. This newest addition in the lite beer category will hit the market from 1 August 2014.
Amstel Lite is the newest lower-ABV beer to launch in the South African market. Not only is it lower in alcohol (4% ABV), it also has 25% less calories than Amstel Lager – but it's a full-flavoured beer that is slow brewed to the same quality standards.
Diederik Vos, Amstel's Marketing Manager, comments, "We have worked extremely hard to ensure that Amstel Lite still tastes like a full-bodied beer. Just because it's lite doesn't mean it has to be light on taste, and taste is something we will never compromise on."
In South Africa, the lite beer category is experiencing growth, but at the moment this developing market is very limited and consumers are looking for choice. Amstel Lite will offer retailers the opportunity to provide their consumers with this desired choice and enable them to further capitalise on the growing category of lite beer.
Just like Amstel Lager, Amstel Lite is brewed for 21 days to ensure a premium quality beer. The bottle itself follows the same shape of the Amstel Lager bottle and the neck is wrapped in a silver foil, distinguishing it from the Lager option. This look is carried through to the can, which, with its clean and uncluttered design, will stand out on shelf.
The launch of Amstel Lite is accompanied with a 360˚ communications campaign. The message of "Make Your Play" will be brought to life through TV, out-of-home, digital marketing, social media, retail merchandising and exclusive launch events.
Amstel Lite will be launched across all on- and off-trade channels and will be available in all the key sku's (330ml can, 330ml bottle, 440ml can and 660ml bottle) and various secondary pack sizes (6, 12 and 24-packs) from 1 August 2014 onwards.