For a brand that has been around for a century and a half, it is important to keep up with the times. This is especially true when operating in a changing market with consumer behaviour gravitating towards non-alcoholic and low-alcohol beverages and speciality beers.

By developing fresh product concepts and keeping packaging design up to date, we are working with the Amstel team to help the brand maintain relevance and accessibility while reflecting its status as a mainstream brand.

We ensure that new products and designs are in line with what the brand stands for: true friendship and innovation.  In 2020, the year of the brand's 150^th anniversary, consumers are invited to celebrate Amstel's founding principle of friendship with special editions of Amstel pilsners. Cheers!