Heineken Ireland invests €2million in Amstel Radler launch
Heineken Ireland has announced a major integrated marketing campaign to support the launch of Amstel Radler, a low-strength premium lager consisting of a blend of 40% Amstel beer and 60% cloudy lemon.
8 May 2014
Taking its name from the German word for ‘cyclist’, the launch of Amstel Radler caters to the rising demand for great-tasting lower strength beers. The product launch is being supported by a €2 million integrated marketing campaign including TV, Out Of Home, PR and digital. The eye-catching Irish-produced campaign is inspired by the core brand promise of offering refreshment.
The Irish launch of the Amstel Radler brand follows Heineken’s successful launch of a range of Radler-style beers in several European markets where they’ve become its fastest-growing and most successful innovation. The launch of these Radler brands, with an ABV of 2%, has created an innovative low-strength category too.
“In launching Amstel Radler, we’ve responded to a discernible shift towards a culture of moderation among Irish consumers in recent times,” commented Heineken Ireland’s Marketing Director Sharon Walsh on the launch, “This product’s innovative blend of premium Amstel beer and lemon juice creates an alternative way for consumers to enjoy a refreshing drink with the character of beer but without the ABV content of a full-strength beverage. “We’re delighted to lead the way in offering this alternative to Irish consumers and we’re confident that the option will prove as popular here as it has done abroad, providing the opportunity to further develop this category.”
Amstel Radler is available nationwide in 355ml bottle format for the on-trade. Serve it chilled to experience the ultimate in refreshment.
For more information please contact your local Heineken Ireland representative.