Amstel beer officially enters Vietnamese market – A premium brand inspiring consumers to live different

Ho Chi Minh City, October 18, 2018 – Today, the beer market in Vietnam witnessed the official arrival of a premium European beer brand – Amstel. Amstel is the latest addition to HEINEKEN Vietnam’s product portfolio, which includes Heineken and Tiger, the beer brands of choice by many Vietnamese consumers for over 27 years.

Born in 1870 in the Netherlands, since then, Amstel has become well-known in over 100 countries around the world. And in the next quest to conquer the Southeast Asian market, Amstel has chosen Vietnam as its first destination.

What sets Amstel apart from the pack is its signature blend of various malt and hops, which is the secret behind Amstel’s legendary smoothness for almost 150 years.

Amstel’s unique packaging design also makes it stand out from the crowd. The premium red and gold colors on Amstel’s logo, alongside two royal lions, exude a vibrant and breakthrough spirit only found with Amstel.

Beyond its distinctive taste and packaging, here in Vietnam, Amstel also represents the inspiration to set yourself apart, to immerse yourself in novelty and unique experiences, to live different.

Amstel is more than a beer popular beyond the borders of its native country. Over the course of its history and development around the world, Amstel has always been a proud supporter of sports. The moment Amstel appeared in the hands of “The Greatest” Muhammad Ali in 1980 marked a significant milestone where consumers could see for themselves the very same attributes shared by this brand and one of the greatest sporting figures of the 20th century – the vigorous energy and the passion to always be themselves, be different to get the best out of life. 

Amstel has also been a dedicated sponsor of both big events and grassroots sport, with a rich heritage backing European football. Recently Amstel has rejuvenated its association with international football via a new sponsorship of the UEFA Europa League until 2021. This partnership extends Amstel’s proud bond with the world’s most popular game, having previously been a sponsor of the UEFA Champions League from 1994-2005.

At the launch of Amstel in Vietnam, Mr. Alexander Koch, Commercial Director of HEINEKEN Vietnam, shared: “We are very proud to launch Amstel in Vietnam, a premium European brand with legendary smoothness. Amstel is more than the ideal beverage to enjoy a great time with your family and friends. It is a beer that represents the aspiration to live different, to be unique. With Amstel, Vietnamese consumers are not only presented with the unique taste experience, but also inspired to experience life to the fullest.”

Starting from today, Amstel beer is available in all distribution channels in Ho Chi Minh City, such as restaurants, beer clubs, bistros, supermarkets, and convenience stores.

BE THE FIRST IN SOUTH EAST ASIA TO EXPERIENCE THE LEGENDARY SMOOTHNESS OF AMSTEL BEER!

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About HEINEKEN Vietnam

HEINEKEN Vietnam is a subsidiary of HEINEKEN, one of the world’s leading international brewers. Originated in the Netherlands, this family-owned business with a history of over 150 years, brews and distributes over 250 beer & cider brands in more than 180 countries.

HEINEKEN Vietnam consists of HEINEKEN Vietnam Brewery Company Limited and HEINEKEN Hanoi Brewery Company Limited. HEINEKEN Vietnam Brewery Limited Company (formerly Vietnam Brewery Limited) was established in 1991, a joint venture between Saigon Trading Group (SATRA) and HEINEKEN. HEINEKEN Hanoi Brewery Company Limited (formerly Asia Pacific Brewery Hanoi Limited) was established in 1996 and is a wholly owned subsidiary of the HEINEKEN Group.

From humble beginnings with only 20 employees in Vietnam, HEINEKEN Vietnam is now the second largest brewer in Vietnam with more than 3,000 employees. HEINEKEN Vietnam makes a significant annual economic contribution to Vietnam, amounting to approximately 0.88% of the nation’s total GDP.

In Vietnam, HEINEKEN produces and distributes Heineken, Tiger, Amstel, Larue, BGI and BIVINA, Desperados, Affligem and Strongbow cider. HEINEKEN has six breweries across Vietnam, in Hanoi, Da Nang, Quang Nam, Ho Chi Minh City – District 12, Vung Tau and Tien Giang.

In 2017, HEINEKEN Vietnam was recognized as the most sustainable company in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) based on the annual Corporate Sustainability Index.

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For more information, please contact:

Ms. Nguyen Van Anh 
Head of Communications 
Heineken Vietnam Brewery Limited Company 
Telephone: +84 28 3822 2755 
Email: NguyenVan.Anh@heineken.com