SPECIALTIES
I N
S P A I
...consumer per
is good, especi;
quality and tast
Heineken Espana launched Amstel 1870 and Amstel Oro last year.
This introduction is in line with the change in the Spanish beer
market in which consumers are switching more and more to high
quality, full-flavoured beers.
This launch completed the Amstel portfolio in Spain and at the
same time enabled new markets to be reached, especially in the
north of Spain where consumers like beer with a stronger taste.
Amstel 1870 and Amstel Oro were launched in the on-premise
channel in the mainstream segment. The following step was their
introduction in the big cities of Madrid and Barcelona. "Consumers
really appreciate these beers, especially regarding quality and
taste," says Francisco Arroyo, Amstel Brand Manager of Heineken
Espana.
