AMSTEL FREE
CULTURE BIERE
A SUCCESS STORY
cuLTureoiere
iftllVEflU Amstel pression
sans alcool
IN FRANCE
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Bière
Is magazine i^ntemms 2004
Amstel beer, lager leader in France in the traditional Horeca
(hotels, restaurants and cafes), used all its expertise to create
a new draught without alcohol to meet specific market
requirements, due to changes in consumer habits. Amstel
developed a completely new product; non-alcoholic with the
full taste of regular Amstel draught. Ségolène Allache, Senior
Product Manager for Amstel in France, explains: "Amstel Free
gives the choice to beer lovers who want to taste a real
draught drink but also want to consume beer responsibly.
Brewed from pure malt and tasting fruity and flowery, Amstel
Free is a fresh drink, which perfectly combines tasty pleasure
and thirst quenching without alcohol."
AMSTEL FREE AD
Culture Bière is a Heineken France consumer programme that
was launched in 1999. Originally created as a mere direct
marketing programme, it has turned into a real brand, now
used for direct marketing, Internet website, trade marketing,
merchandising line and public relations operations and even a
boutique of beer service articles. The main aims are to give
insight in the beer market, to improve the beer image, to
change French consumption habits, to increase loyalty to the
brands and take consumers to off-trade outlets. The consumer
magazine Culture Bière started in 2000 with the aim to
communicate about the beer culture and reveal the wide
variety and the richness of beers: history, brewing, how to drink
beer, how to cook with beer or drink beer with meals. In 2004
the magazine has more than one million subscribers and proves
the success of the programme.
www. cu lturebiere.com
rirts a alcool est k
