EXPORT OF AMSTEL
BRIGHT
HEINEKEN USA AGAIN JOINS FORCES
WITH JOHN MCENROE
AMSTEL IN LEBANON
Amstel Bright, the smooth and light tasting
summer beer in a transparent bottle,
has been developed by Heineken's Antillian
Brewery in the Caribbean and was
launched on Curasao in June 1999. Starting
earlier this year, it is being exported
from Curasao to The Netherlands and other
European countries may follow suit.
Amstel has long been an established brand
in the Dutch Antilles. Amstel Bright was a
hit right from the very start. The beer, with
5% alcohol, is locally brewed and appeals
to consumers who are seeking 'sun, fun
and relaxation'. Tourists appreciate the
beer very much and are looking for it in
their home countries as well.
Advertisement of Amstel Bright
excited and honored that he's chosen to
appear in a Heineken US Open TV spot this
year," explains Steve Davis, Senior Vice
President of Marketing at Heineken USA.
John McEnroe in the Heineken television spot
The Lebanese advertisement campaign
Since April 2001, the Amstel brand has been
added to the Lebanese export portfolio.
The huge advertisement campaign for
Amstel, launched on billboards and radio,
has a special friendship theme: AMSTEL...
Ya Ma'alem. This is a commonly used Arabic
expression, primarily used as a positive
response to one's happy reaction to some
thing. It also holds the meaning of 'you
expert you teacher', as in wise person and
a person who knows what beer to choose.
Tennis Legend John McEnroe appeared in a
thirty-seconds Heineken television spot,
aired during the 2001 US Open Tennis
Championships in September 2001.
Heineken USA, a long time supporter of the
US Open and exclusive beer sponsor
of the annual tournament, has partnered
McEnroe for US Open promotional activities
for the past five years. "Over the years,
Heineken USA and John McEnroe have
enjoyed a terrific Friendship and we're
