HEINEKEN yesterday announced the launch of premium beer brand Amstel into the Kenyan market. The launch of the beer was said to have been advised by the growing demand by Kenyans for a different brand of quality beer in the market. The target market for the beer, is a consumer who enjoys a classier lifestyle in their everyday pursuit. This provided the Heineken brand a chance to expand their portfolio to meet the demand for this target market hence the introduction of Amstel.
According to HEINEKEN East Africa General Manager Uche Unigwe, taste tests show that Amstel generates a positive response among consumers. “Consumers prefer Amstel beer for its refreshing taste and many will consider Amstel as their beer of choice for a wide variety of occasions, including after sports, brunch, corporate events and social gatherings.”
Speaking at the launch, Njeri Mburu Marketing Manager HEINEKEN East Africa had this to say, “This entry by Amstel will add momentum in transforming HEINEKEN East Africa’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio”. She added, “Amstel is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection.
This launch brings the third major brand into the HEINEKEN East Africa stable after Heineken® and Desperados®. Amstel is available at retail outlets countrywide where Kenyans will get to experience it in a 330ml bottle and a 500ml can.