A FULL-BODIED PILSENER
FOR THE EXPERIENCED
BEER DRINKER.
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Murphy's Stout at exhibition
in the United Kingdom
Correction
Micro-
brewery at
Nigerian
Breweries
page 4
Amstel 1870 launched on the Dutch market
Golden-yellow with a white collar:
the Alfred Heineken-Tulip
Amstel has introduced a new type of pilsener lager in
Holland. Called Amstel 1870, it has a full-bodied flavour
and contains 5% alcohol by volume.The man or woman
who has never drunk lager may perhaps need a while to
get used to the strong, crisp flavour of Amstel 1870. The
more experienced lager drinker will certainly appreciate
the new product and regard it as an enrichment of
Holland's beer culture.
Need for more body
Advertising
Heineken International
Magazine
Contents:
Page
Micro-brewery
Extra brewing kettles for
Murphy's
Swiss get the taste
Dreher employees with
head in clouds
Heineken on sale in
Belgian supermarket chain
April 1987
Number 9
INTERNATIONAL MAGAZINE
The complete Amstel range in Holland, with newcomer Amstel 1870 in the centre.
As much as 99% of all beers
dispensed in Holland can be
classed in the "Pilsener
lager" category. So speciality beers do
not yet play a significant role.
Nevertheless growing interest has
been shown for speciality beers over
the past few years. Heineken expects
that this sector will grow even more
strongly following the recent launch of
Amstel 1870.
The Amstel 1870 brew (the name
recalls the year in which the Amstel
brewery was founded in Amsterdam)
is based on aromatic barley malts and
has a high hop content.This gives the
lager its special taste which is bound to
please those drinkers who mainly like
a pilsener with more "bite".
Heineken did its homework well
before deciding to launch Amstel
1870. Obviously, fullest attention was
paid to developing the brewing
process. But extensive research was
also conducted into what the
consumer thought about the product's
tasteDuring a market test for Amstel
1870 70% of those interviewed gave a
favourable verdict on the drink .Thirty
per cent said that they would prefer
Amstel 1870 to the pilsener brand they
normally drank. The results of the
market test were a clear indication to
Heineken that a need existed in
Holland for a more full-bodied type of
pilsener.
Starting last month. Amstel 1870 has
been available on draught in hotels,
restaurants and bars and the brand
will also be on sale in the shops this
month. Bottles of Amstel 1870 can be
bought in the shops in a cardboard six-
pack. Four six-packs are contained in
the open-sided display crate which
Heineken introduced on the Dutch
market last year at the start of the
"Bock beer" season.
The new product is being heavily
advertised and promoted.This month
saw the start of a comprehensive
introductory campaign with
advertisements in daily papers and
magazines, television commercials
and big posters. Special glasses and
other promotional articles have also
been developed.The last time that
Amstel introduced a new product on
the Dutch market was at the end of the
end of the 1960s: Amstel Gold.
Currently, the complete Amstel range
consists of: Amstel Pilsener, Amstel
Gold, Amstel 1870, Old Brown, and
Bock Beer.
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Murphy's Stout has been exported (again) to the United Kingdom for the past
few years. Murphy's importer in the U.K. is R.H.& M. Victuals.This importer
was present with Murphy's Stout at the International Food Drink Exhibition
which was held in London.The IFE is one of Britain's most important trade fairs.
Murphy's Stout can look back on a highly successful year in the United Kingdom
The demand for Stout was very satisfactory and it is hoped that the number of
draught outlets will have been increased to 2,1X10 by the end of 1987.
The photo shows the Murphy's stand at the exhibition. Behind the bar is Philip
Meagher of R.H.&M. Victuals. On the barstool: Brian Freer, export managerof
Murphy's Brewery Ireland Ltd.
Published four times a year by
the Corporate Public Relations
Department of Heineken N. V.
P.O. Box 28. 1000 A A Amsterdam.
Tel. 020/702268.
In our previous issue we reported
on Amstel Light's sponsoring of the
Virginia Slims tennis
championships in New York. We
wrote that Amstel Light, brewed in
Canada, is imported into the
United States by Van Munching.
This was not correct. Amstel Light
for the United States market is
brewed by Heineken in Holland.
The Amstel Light brewed at Amstel
Breweries Ltd. in Hamilton is
destined solely for sale in Ontario
province.