E-Malt.com News article: Romania: Heineken launches Amstel beer in Romania

The Dutch beer Amstel, part of the Heineken group, is launching in Romania in March of this year. Amstel® will become the first international brand from the current portfolio of mainstream beers in Romania, offering consumers an affordable alternative, but with a consolidated reputation globally, Business Review reported on March 26.

Made from 100% malt, without the addition of unmalted grains, Amstel offers a balanced, light taste, but at the same time full of flavor. Amstel beer will be produced locally, respecting the standards of the international Amstel beer recipe, in terms of ingredients and taste parameters.

“The launch of Amstel marks a historic moment for Heineken Romania. We are proud to be able to bring to Romania an international brand, with such a rich history behind it, and which we have the opportunity to produce locally. With this launch, we want to offer consumers in Romania the opportunity to enjoy affordable brands, but which also have the reputation and aspirational image characteristic of brands from various other countries of the world. Amstel is the first international brand in the mainstream beer portfolio, launched by Heineken in Romania“, said Thibaut Boidin, Managing Director of Heineken Romania.

The positioning of the Amstel brand around friendship is a value deeply rooted in its history, being reflected in the brand’s communication strategy in more than 100 countries. Amstel® was born from a truly special friendship: brothers-in-law and best friends, Charles and Johannes, couldn’t find a beer they liked in Amsterdam, so they decided to make a new one. They named it after the river Amstel, which runs through the town where they lived.

Thus, the brand promotes the idea that Amstel beer is a catalyst of friendship, similar to a magnet that urges people to get out of the daily routine and have authentic meetings with their loved ones. Moreover, the call to action “Hear the call of 100% malt taste” brings to the fore the refreshing taste of Amstel beer and underlines the commitment to the quality of the recipe.

The beer is to be produced in the HEINEKEN breweries in Miercurea-Ciuc and Craiova, being available in various packaging options: aluminum can in volume of 0.33l and 0.5l, returnable and non-returnable glass in 0.33l, 0.5l, but also 1L format, as well as in PET and Keg. All packaging variants, including multi-pack, can be found on the shelf in off-trade and on-trade stores.


28 March, 2025