1982 brought success for Amstel in Sweden amstel Amstel on its way Sweden is one of the countries in the world which does a great deal to restrict the sale of alcoholic beverages. As a result, launching a new beer on that market is not easy to do, but there is every sign that the Heineken group has succeeded in doing just that with its Amstel brand which was put on the market throughout Sweden at the start of 1982. Prior market research had shown that the prospects were favourable. About 10% of the population could still recall that Amstel had been a well-known beer in Sweden many years ago. That in itself was a good omen. Besides, the name Amstel sounded good to the average Swede. These advantages, together with the appreciation for the product, induced Heineken to start selling Amstel again in a 'difficult' beer country. To understand the complications that this decision brought in its train, you need to know that three classes of beer, described using the Roman numerals I, II and III, are sold in Sweden. The first two have a maximum percentage of alcohol by weight of 1.8% and 2.8%. They may therefore be sold everywhere. Unlike class III beer, which has a higher alcohol percentage than 2.8% and which may only be sold through the shops of the Swedish state monopoly or in restaurants. It was decided to start supplying Amstel beer exclusively in classes II and III and this decision was implemented as follows. A licensing agreement was concluded with the Warby Brewery, situated just outside Stockholm. Warby forms part of the Swedish KF consumer cooperative which supplies about 25% of the food market via its shops. Amstel class II beer for the KF shops and for restaurants and hotels is produced by Warby in 45 cl cans and in returnable bottles. For the rest of the trade Amstel class II beer in cans is imported. These imports are handled by the selling organization Saljbolaget, which also imports Heineken beer into Sweden. Warby also produces Amstel class III beer for sale through the 300 or so outlets of the state monopoly. Advertising is a difficult business in Sweden, for publicity has to comply with a whole range of rules and regulations. For instance, people drinking beer are not allowed to be shown in illustrations The Amstel can silver-colouredThis design has an extra sales appeal. l R qEER AMSTEL LAGiT amstel lager Ö1 kan vara starkt utan att vara starköl. Amstel Beer. iQ len klassforsig. Freely translated, the slogan in this advertisement reads: "Beer can be a strong beer without being really strong", which refers to a class II beer which tastes like a class III variety. At the foot: Amstel Beer. In a class of its own. advertising beer. Amstel class II beer, with taste characteristics as close as possible to Amstel class III, is publicized using the phrase "Beer can be a strong beer without being really strong", a slogan which has caught on well. By depicting a sausage in the advertisement as well, the suggestion is evoked that the Amstel taste goes together really well with a snack or a meal. Sales in recent months have confirmed the assumptions gained from market research, i.e. that Amstel would be a success in Sweden. An important feature is the design of the can, with its widespread public appeal. That such good results were achieved despite Amstel being just under 10% dearer than local beers certainly gives confidence for the future. 9 1 AlKOHOLHAlJ M*X 2,8 VIKT 4S9

Jaarverslagen en Personeelsbladen Heineken

Heineken Contact | 1983 | | pagina 9