United States: Heineken’s Amstel beer to give US drinkers a taste of Amsterdam’s culture

Heineken USA is set to launch new packaging and an extensive advertising campaign in support of its imported lager Amstel Light, The Canadean communicated on April, 15.

The campaign will continue the brand's One Dam Good Beer promotion, which seeks to give US consumers a taste of Amsterdam culture.

Amsterdam-themed labelling and packaging will be introduced into multi-packs of the beer, carrying images of Amsterdam's cobblestone streets and canals.

Kheri Holland, vice president of Amstel Light marketing, said: "We are taking the campaign to the next level by offering memorable experiences that speak to the diverse culture and fun of Amsterdam."

Based in White Plains, New York, Heineken USA offers brands including Newcastle Brown Ale and Sol, alongside Heineken and Amstel Light.

17 April, 2009