Heineken has redesigned its Amstel packaging in a move to give the beer “a more premium look and feel” as part of a £7 million marketing drive.
Rolling out across UK stores from February, the revamp includes a red design and modernised logo to boost standout on shelf.
Heineken said that in keeping with consumer demand for premiumisation, the design retains a sense of Amstel’s heritage and continues to reflect the quality of the beer.
Furthermore, the change to red branding across the range will provide greater consistency with Amstel’s wider brand identity across Europe.
The redesign comes as part of increased investment into the brand, which will see a £7 million spend across TV, cinema and social media. This will be supported by activations in store designed to drive consumer awareness.
Heineken UK brand unit director Nic Casby said: “Amstel is a well-loved premium bier with a strong point of difference, attracting more and more affluent drinkers year on year. This, combined with its higher price point, benefits retailers who choose to stock it.
“As such, we are committed to putting significant investment behind Amstel for 2018, driving consumer awareness around the brand. The new pack design, which will be supported by scalable activations in store and a new campaign later in the year, is testament to this support.”
© FoodBev Media Ltd 2024