Amstel Light has announced the introduction of Amstel Wheat Bier, an authentic Dutch wheat beer brewed with Amstel’s signature craftsmanship and a brewing tradition that began over 140 years ago.
Amstel Wheat Bier is a deep golden color with orange and amber hues. The aroma is rich with fruit and floral notes and a subtle tease of freshly baked bread, while the taste is slightly fruity with soft hoppy undertones. “Amstel Wheat is delicious and smooth,” commented Amanda Hawk, Brand Director for Amstel Light, Heineken USA. “It delivers all of the signature attributes of an authentic Dutch wheat beer brewed with the craftsmanship adult consumers have come to expect from Amstel.”
Amstel Wheat Bier will launch on-premise in seven select markets (New York, Boston, Providence, Atlanta, Minneapolis, Chicago, San Francisco) beginning in August 2011. Amstel has developed a range of POS and merchandising materials to support the launch, including posters, table tents, coasters, t-shirts and tap handles, all designed using the colors and cues that evoke the natural wheat used in the brewing process. Amstel will also host consumer sampling events in select on-premise accounts, and will be offering authentic European wheat beer glassware that highlights the visual and taste appeal of the new Amstel brew. The new glassware is tall and sleek, showcasing the liquid’s deep golden color, while the wide, round mouth of the glass helps create a thick head that seals in the exceptional flavor.
“This is the perfect time to introduce American consumers to Amstel Wheat Bier, the newest gem in the Amstel family,” concluded Hawk. “The wheat beer category, at +25% sales, is growing three times faster than import, craft and micro beers. Combine this impressive growth with Amstel’s strong consumer awareness and stellar reputation of quality and craftsmanship, and the result is a wheat beer that offers consumers a great new product from a trusted brand and on-premise operators a new way to grow their import beer sales. It’s a natural fit and a win, win for all.”
