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.
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1 AlKOHOLHAlJ
M*X 2,8 VIKT 4S9