AMSTEL LIGHT
STANDS OUT...IN
NEW YORK.
id
lllllfli
On the Beach...
College Spiring Break '85
Big bottles and banners, Bull's Eyes and
T-shirts, were everywhere promoting
Amstel, Heineken and Grizzly during this
year's Annual "Spring Break" in Ft.
Lauderdale, Florida.
Developed by VMCO Rep., Bill
Coats, 7 of the most popular pouring
spots on the beach held 10 different spe
cial promotions for our favorite beers
and hundreds of T-shirts were distrib
uted by Perrott Distributors.
The first Amstel Can Account in the
area came aboard, and nearly 200 cases
of Amstel were moved during the 10 spe
cial promotions alone. Here are some se
lected shots from the big spring action:
Stocked up for sales at Shooterson the
Ft. Lauderdale Waterway.
Time for Amstel. During the hot summer
months of June and July, Amstel is being
featured in a great co-op transit display
program with Time magazine.
542 eye-catching posters like the one
above in key rail terminals and commuter
stations serving New York and Chicago—
plus 33 lighted airport displays in major
markets—will create over 500 million con
sumer impressions for the #1 light beer
import.
This magnificent poster, at right,
speaks for itself in the big Amstel Light/
New York Magazine TDI "Commuterland"
campaign.
In hundreds of stations up and down the
Metro North, Long Island Railroad, and
Path Train Lines the poster delivered more than 44 million impressions.
111!WSÊË
s
Who wouldn't be smiling? Bartenders
"Joe" and "Helena" all set for special
Amstel can promotion at The Bootlegger.
Where the boys are—The Bootleggertoo.
Amstel Light Big Hit
at 5th Annual Maine
Food and Lodging Show
Thousands of people thronged through
the 2-day show at the Cumberland
County Civic Center in Portland, Maine
where Cumberland York Distributors
had a booth for VMCO products.
Tasteful VMCO displays drew enough
store and restaurant people who sam
pled 6 cases of Amstel, 5 cases of Heine-
ken and Heineken Dark—plus 4 cases of
Grizzly. What's even better—beyond
great brand exposure—were actual or
ders. Seven for Amstel, 3 for Grizzly, 2
for Heineken Regular and 1 for Dark.
Amstel visors, T-shirts, back bar signs,
bull's eyes and plaques all figured in the
fun at a recent Amstel Night at the prestig
ious Boston Athletic Club in Boston, Mass.
That—plus 5 cases of "Only 95 Calories"
—helped Amstel to become the Club's
second favorite import. #1? Heineken,
of course.
Shown in the picture, under his Amstel
visor, is Steve McNulty, VMCO sales rep
with two Amstel fans showing off their
#1 beer.
Stop sign! Travelers on Rte. #211 in Mid-
dletown, NY can't miss this car-stopping
reminder for a Heineken 12-pack. The
month long promotion at 13 different 7-11
stores in upstate New York was so success
ful, they held it over for another month.
Doubles Champs—Amstel and ten
nis. For the 4th straight year, Amstel
Light was the Official Beer at the presti
gious WCT Tournament of Champions at
the West Side Tennis Club in Forest Hills,
New York. Shown flanking the singles
winner, Ivan Lendl, are (left to right), Len
Schlachter, Ass't National Ad Manager,
VMCO, Doug Broadman, Special Projects
Manager, VMCO, and George Kahl, Ass't
National Sales Manager, VMCO.
Double feature. Star attractions at the
Bounty Tavern's Heineken Night in Ban
gor, Maine were lovely Kimberly Clark,
Playboy centerfold, September 1984—and
Heineken, of course. Spot radio promoted
the event for one week prior—helped draw
an audience big enough to consume 35
cases of the #1 brew.
1 ifiil;
i 1 1
5