WHITE PLAINS, N.Y. -- In an effort to breathe new life into its Amstel Light brand, Heineken USA Inc. last week kicked off a new advertising campaign and promotional effort designed to draw attention to the beer's Dutch roots.
While the import/specialty segment has been the bright spot in the beer category in convenience stores in recent years, and with Heineken laying claim to six of the top 10 selling import beer brands in 2007, company officials admit sales of Amstel Light had been lagging even prior to the successful launch of Heineken Premium Light last year.
The new campaign, [image-nocss] anchored by the tagline, "One Dam Good Bier," was kicked off with an event on New York City 's Amsterdam Avenue late last week and will continue through the summer with a combination of print, television and web advertising and promotional activities. The company has also launched a website, www.amstellight.com, which features videos and other interactive features in addition to information on promotions of the brand throughout the year.
In addition to its marketing efforts around Amstel Light, the company is rolling out the $299 BeerTender, a home beer-tap device attractively designed by Krups to store and dispense beer from the Heineken DraughtKeg packaging. The BeerTender can be set to store and dispense beer at the correct temperature for up to 30 days.
For the on-premise market, the company is also promoting a cold bar tap that dispenses beer at zero degrees Celsius.
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