Heineken intends to launch its first-ever advertising campaign for its Amstel brand created for the UK market. Amstel will launch a new TV campaign to be broadcast during UEFA Champions League matches from 25 November 2003. The campaign marks the first anniversary of Amstel's launch of draught in the country.

The ads portray Amsterdam as the European capital of cool. They will be broadcast to an estimated TV match audience of 8m people through the ITV and Sky channels. Simon Green, senior brand manager for Amstel at Heineken UK, said: "The spirit of Amstel is all about enjoyment of good quality beer in a hip atmosphere. We celebrate our first anniversary with a real sense of achievement. We are now located in stylish bars and pubs in towns and cities and continue to build on our presence across the country."

Amstel has also launched a new website dedicated to the UK market at www.amstelbier.co.uk, where drinkers can find listings of bars and pubs stocking Amstel and keep up to date with the latest UEFA Champions League match schedule and scores.

In 2004, Amstel and UEFA will celebrate their tenth anniversary of association. Amstel, is Europe's biggest selling standard beer and is named after the river that runs through the heart of Amsterdam.

21 November, 2003