Amstel Pulse sets new standard
for beer bottles
The Amstel Pulse bottle is transparent,
stylish and simple. It is the design the jury
of the prestigious Cannes Advertising
Festival awarded with its first ever award
for packaging.
What's inside the bottle
World of Heineken 39 - winter 2008/2009
The Cannes jury selected the Amstel Pulse
bottle from more than 1,000 entries from
around the world. "A once in a lifetime
experience," is what Packaging Design
Manager Richard Grosmann called the award
ceremony held this summer, celebrating the
brand team's achievement.
Richard worked closely with packaging design
Agency VBAT to design the new bottle for
Amstel Pulse. "Building a new global product
from the ground up is a rare opportunity
indeed," Richard said. "One that I enjoyed
immensely."
Amstel Pulse fits with the innovative nature
of the Amstel Brand and taps into the
global appreciation for more accessible
and less bitter premium beers. Research
by Amstel marketers has shown that there
is a huge potential amongst 25 to 35 year
olds worldwide for this type of premium
proposition. Amstel Pulse tries to cater to this
demographic.
The design of the bottle is intended to reflect
the smooth and accessible nature of the beer
it contains. "The logo is a minimalist version
of the original Amstel logo, which has a
long history," Richard said. "By reducing the
amount of visual clutter on the bottle we have
given the bottle a slicker feel."
Grosmann and the VBAT designers drew
inspiration from a visit to the old Amstel
brewery in the historic centre of Amsterdam,
just minutes away from the first Heineken
brewery. "We felt it was important to connect
with the beer's 136-year history before
deciding how to move on," said Richard.
"The old brewery was definitely the place to
do that. The smell of beer still lingered and
we found a couple of bottles decades old,"
Grosmann said.
While the new Amstel Pulse Bottle might
seem modernist with its minimalist features,
it is also part of a long tradition. "The brand
has a history of innovation in the packaging
department," Richard explained. "Amstel was
the first Dutch brewer to start exporting its
beer in cans in 1955."
Amstel Pulse has been introduced in 10
countries so far with several more to follow
this year. Amstel Pulse has only recently
been introduced recently in most countries,
but it has already sold more than 500,000
hectolitres.
Richard.Grosmann@Heineken.com
Amstel Pulse is a smooth, easy to drink premium lager with an invigoratingly
fresh taste. Amstel Pulse is specifically brewed to be enjoyed with ease.
Modern and innovative award winning packaging
Alcohol 4.7% ABV
Bitterness 12 EBU
Color 7 EBC
ABV is the percentage of alcohol measured by volume. The bitterness of a beer is
measured on the European Bitterness Scale (EBU), and is determined by the amount and
kind of hops used to brew the beer. Guinness scores well above 45 while lagers generally
clock in around 20. EBC is the European Brewer's Convention colour intensity scale
which is measured by passing green light through a sample and determining how much
is absorbed. Most blond beers register below 12.
From left, Richard Grosmann, Eugene Bay
and a jury member at the ceremony.
47
