US: Amstel Light adds new wheat beer to its portfolio

Dutch beer brand Amstel Light has added a new wheat beer, Amstel Wheat Bier, to its portfolio. The product will roll out in upscale bars and pubs in seven cities in the US with plans for nationwide expansion, Drinks Business Review reported on September, 14.

The new wheat beer is said to be brewed with Amstel's signature craftsmanship and a brewing tradition that began over 140 years ago.

Amstel Light brand director Amanda Hawk said this is the best time to launch Amstel Wheat Bier as the wheat beer category is growing three times faster than import.

To support the launch, Amstel will host consumer sampling events in select bars and restaurants in which Amstel Wheat will be served in European wheat bier glassware that highlights the visual and taste appeal of the new brew.

In 1968, Amstel joined forces with Heineken International. Heineken USA currently distributes Amstel Light, and is introducing Amstel Wheat in select US markets in 2011.

14 September, 2011