Amstel is being withdrawn from the UK off-trade because owner Heineken wants to concentrate on its main offering.
Heineken has concluded its licensing deal with Bulmers to bring Amstel back under its control. But the company has scrapped the off-trade’s 5% abv version of Amstel to focus on the premium strength Heineken it launched in February. The standard 4.1% abv Amstel, which has gained some on-trade distribution since it arrived at the end of 2002, will still be available in pubs with the possibility of a debut in the off-trade at a later date.
Amstel’s senior brand manager, Simon Green, pledged Heineken’s commitment to the beer. “We are very excited about the potential for Amstel in the UK and are planning long-term success for it. It will continue to be in the on-trade and a team will look at opportunities to enter the off-trade.”
He said production of the 5% abv brew had already ceased. Bulmers will be responsible for managing the sale of remaining stock.
But a beer buyer at one major retailer said: “The ferocity of the lager market has made it difficult for Amstel to compete especially as it has received fairly limited marketing budgets.
“Heineken needs to make more headway in the off-trade before it can look at dividing its energy between two brands.”
Rosie Davenport
Heineken has concluded its licensing deal with Bulmers to bring Amstel back under its control. But the company has scrapped the off-trade’s 5% abv version of Amstel to focus on the premium strength Heineken it launched in February. The standard 4.1% abv Amstel, which has gained some on-trade distribution since it arrived at the end of 2002, will still be available in pubs with the possibility of a debut in the off-trade at a later date.
Amstel’s senior brand manager, Simon Green, pledged Heineken’s commitment to the beer. “We are very excited about the potential for Amstel in the UK and are planning long-term success for it. It will continue to be in the on-trade and a team will look at opportunities to enter the off-trade.”
He said production of the 5% abv brew had already ceased. Bulmers will be responsible for managing the sale of remaining stock.
But a beer buyer at one major retailer said: “The ferocity of the lager market has made it difficult for Amstel to compete especially as it has received fairly limited marketing budgets.
“Heineken needs to make more headway in the off-trade before it can look at dividing its energy between two brands.”
Rosie Davenport
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