New Zealand: Amstel Light Steals Market Share In The Light Beer Category

DB Breweries posted on May 10 that Amstel Light is proving its growing popularity with New Zealanders after clinching more than 35% of the light beer category in the past 18 months.

Since the brand was launched in August 2003, Amstel Light’s share of the light beer category has increased phenomenally. Its segment share in this category has superseded that of Natural Light’s, DB Breweries’ (DB) previous light beer, in only 18 months from launch by more than 80%.

Amstel Light was also the only light beer brand registering growth over the key trading period of December 2004 and this growth has continued well into the quarter of March 2005.

DB’s Group Brands Manager - Premium Brands, René de Monchy, says that the growth of Amstel Light has been very impressive since its 2003 launch. “In Amstel Light, New Zealanders have found a truly great tasting, premium European light beer and this is supported by the brands positive growth rate in both on & off-premise segments,” says Mr de Monchy.

“We’ve been actively advertising Amstel Light’s Amsterdam heritage through our tongue in cheek print ads as well as introducing sampling campaigns in off-premise outlets. This has helped drive interest in Amstel Light as a brand and consumers can now enjoy a superb tasting, premium European low alcohol beer.”

11 May, 2005