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Amstel® Light has rolled out its summer “Unlock the Taste of Amstel’s Amsterdam” program to retail outlets throughout the United States. The promotion includes a national under-the-cap (unique-code) sweepstakes offering consumers the chance to win a grand prize trip to Amsterdam or one of 10 second-prize Amsterdammer bicycles.
A range of support materials and initiatives is on tap to help create interest in the program and boost Amstel Light takeaway. In the grocery channel, shoppers 21 years and older can enter the sweepstakes via in-store POS. Additionally, cross-merchandising offers such as Dutch-inspired recipes from Chef Jake Linzinmeir and Amstel Light encourage consumers to “whip up a little progressive Amsterdam spirit” at their next at-home party.
“Our Unlock the Taste of Amstel’s Amsterdam program is a great way to generate excitement among consumers and drive display activation across all retail channels,” said Kheri Holland Tillman, VP of marketing, Amstel Light, which is imported by White Plains, N.Y.-based Heineken USA, Inc. “The program builds on the positive momentum of Amstel’s ‘One Dam Good Bier’ ad campaign -- which was launched to rave reviews in 2008 -- by reinforcing the progressive spirit of the brand and offering consumers a chance to literally unlock the taste of Amstel’s Amsterdam for themselves.”