Amstel Introduces Amstel Wheat, The First New Product Introduction in the U.S. in More Than 10 Years

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Today Amstel Light, a leading imported light beer from Amsterdam, officially launched Amstel Wheat Bier, an authentic European wheat beer brewed with Amstel’s signature craftsmanship and a brewing tradition that began over 140 years ago, to the U.S. market. Initially, Amstel Wheat Bier will launch in upscale bars and pubs in seven cities (New York, Boston, Providence, Atlanta, Minneapolis, Chicago, San Francisco) with plans for nationwide expansion to be made by year’s end.

Staying true to the identity of an authentic European wheat bier, Amstel Wheat offers a deep, translucent golden color with orange and amber hues. The aroma is rich with fruit and floral notes and a subtle tease of freshly baked bread, while the taste is slightly fruity with soft hoppy undertones. “Amstel Wheat is delicious and smooth,” commented Amanda Hawk, Brand Director for Amstel Light, Heineken USA. “It delivers all of the signature attributes of an authentic European wheat bier, brewed with the craftsmanship adult consumers have come to expect from Amstel.”

To support the launch, Amstel will host consumer sampling events in select bars and restaurants (where legal) in which Amstel Wheat will be served in authentic European wheat bier glassware that highlights the visual and taste appeal of the new brew. The Amstel Wheat signature glass is tall and sleek to showcase the liquid’s golden color, while the glasses wider, gold-rimmed mouth protects the thick head that seals in the beer’s exceptional flavor.

“This is the perfect time to introduce American consumers to Amstel Wheat Bier, the newest gem in the Amstel family,” concluded Hawk. “The wheat beer category, at +25% sales, is growing 3X faster than import, craft and micro beers*. Combine this impressive growth with Amstel’s strong consumer awareness and stellar reputation of quality and craftsmanship, and the result is a wheat bier that offers consumers a great new product from a trusted brand. It’s a natural fit and a win, win for all.”

* AC Nielsen, Total USA, all Channels, 52 weeks ending 3/29/11

About Amstel

Amstel, the premium Dutch beer brand was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. In 1872 the first barrels of Amstel beer were delivered in Amsterdam and due to its characterful taste it became an overnight success. By 1886, Amstel had become Amsterdam’s largest brewer of lager beer and in 1968, Amstel joined forces with Heineken International. In 1982, Amstel Light was born as an import to the U.S. and is currently a leading imported light beer. Today, Amstel is one of the world’s top five international beer brands thanks to its unique portfolio, character, flavor and more than 140 years of brewing heritage. Heineken USA currently distributes Amstel Light, and is introducing Amstel Wheat in select U.S. markets in 2011. For more information, please visit .

About Heineken USA

Heineken USA Inc., the nation’s premier bier importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international bier brand; Heineken Light; Amstel Light, a leading imported light bier brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.