Amstel Light to Live Tastefully

Amstel Light to Live Tastefully

- Brand to Debut New Premium Campaign -

WHITE PLAINS, N.Y., Sept. 26 /PRNewswire/ -- Amstel Light, the country's leading imported light beer, is introducing a new dynamic marketing campaign designed to expand upon the brand's leadership position within the Luxury Light beer subcategory. The new campaign will live under the Amstel Light. Live Tastefully umbrella and will reinforce its worldly, sophisticated and premium image with key consumers. The new campaign replaces Amstel Light's highly successful The Beer Drinker's Light Beer campaign, which launched in 1999.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050926/NYM201-ahttp://www.newscom.com/cgi-bin/prnh/20050926/NYM201-b )

New packaging and labels for the premium product will play an integral role in establishing Amstel Light. Live Tastefully. Developed by Ceradini Design, packaging upgrades include a more sophisticated label, as well as a chic new look for its 6-packs and 12-packs. The packaging innovations are designed to reinforce Amstel Light's full-flavored taste and European heritage while connecting the brand to the upscale and premium lifestyle critical to its key consumers. National rollout is just ahead.

Amstel Light. Live Tastefully features new advertising creative developed by Amstel Light's advertising agency of record, Publicis New York. The two 15 second ads, "Kitchen" and "Perfume," capture the spirit and essence of Amstel Light's consumers and emphasize the values that are most important to them. The commercials are airing on NBC's late night show line up including The Tonight Show with Jay Leno and Saturday Night Live. Additionally, the ads are running during TBS's broadcasts of Sex and the City and on sports network ESPN. Expanded 30 second ads are set to break later in the year, further reinforcing Amstel Light's premium image and taste. The campaign will also feature new print ads slated for holiday '05 in major lifestyle magazines including Fortune, Esquire, Glamour, InStyle and Details. Radio spots will be featured in key markets, including New York, Los Angeles, Chicago, Philadelphia and Boston.

"Our Amstel Light. Live Tastefully campaign is a real acknowledgment and celebration of the lifestyles and tastes of our key Amstel Light consumers," said Willem van der Hoeven, Brand Director, Amstel Light. "Amstel Light consumers are sophisticated, worldly and seek to taste the best of what life has to offer. This campaign places an emphasis on the unique ways in which Amstel Light fits into the lifestyle choices of our target groups."

Amstel Light, the largest-selling imported light beer brand, is part of Heineken USA Inc., which is a subsidiary of Heineken N.V. (Netherlands), which is the world's most international brewer. Other brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; and Buckler non-alcoholic brew.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050926/NYM201-a http://www.newscom.com/cgi-bin/prnh/20050926/NYM201-b AP Archive: http://photoarchive.ap.org/ AP PhotoExpress Network: PRN8-PRN9 PRN Photo Desk, photodesk@prnewswire.com Source: Heineken USA Inc.

CONTACT: Marvin Mack, marvin.mack@eurorscg.com, or Russell Schaffer, both of Euro RSCG Magnet, +1-212-367-6869; or Dan Tearno of Heineken USA, +1-914-681-4113

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