AMSTEL KEEPS
ON GROWING
THE WORLD OF HEINEKEN
Since September 2001, Amstel is being brewed locally in the
former Soviet Republic of Kazakhstan. The Dinal brewery, which
had been brewing a local brand and importing Heineken for the
past two years, has added Amstel to its portfolio and is aiming
for broad leadership in the Kazakhstan beer market.
With ten litres per capita the Kazakhstan beer market is modest,
but this situation is changing rapidly. Regional breweries are
working hard to keep up with the fast growing demand. The growth
of the market is a result of the republic's economic prosperity
due to the oil reserves it has in its western region. Two importers
of Heineken beer, Kuat Urazimanov and Daulet 0. Beisenov, foresaw
this growth several years ago and decided to start a brewery in
the former capital of Alma-Ata, using Heineken expertise to provide
the brewing skills. Amstel is proving that it can serve as a pioneer
in the change-over to local brewing of an international brand.
Amstel is Kazakhstan's first international beer brand that is afford
able for a large group of consumers.
