AMSTEL
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BRAND BUILDING
Amstel PremiunP
Premium Pilsener
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The 2011 Amstel Premium Pilsener (APP) launch in Greece and Russia has
beaten even the most optimistic of forecasts, despite turbulent trading
conditions. In Greece, APP has proved it appeals to high-end outlets and
increases profitability. In Russia, APP has achieved high awareness among
beer drinkers and an outstanding number of trial and repeat purchases.
Jurriaan van't Hoff, Global Manager Amstel, explains how 'slowing down' is
accelerating heritage pils' profile as a growing global opportunity.
Launches of APP in Russia
and Greece completed last
year were just the start
of selective international roll-out of the
brand. These two markets in HEINEKEN's
Central and Eastern Europe region were
ideal due to the growing demand for
premium imported beers. The first results
are well beyond expectations.
In 2011, APP exceeded the original
business case objectives for Russia and
was celebrated as the most successful
brand launch for HEINEKEN in Russia
in recent years. It is filling an important
gap in the Russian brand portfolio, the
32 million hectolitre affordable premium
segment, and is already adding to the
Company's top-line growth
and profitability.
APP in Greece has also exceeded its
volume forecasts. As a sub-brand of
Amstel®, APP has proved it is possible
to increase overall brand indicators and
regain hundreds of high-end, on-premise
outlets where Amstel® was no longer
sold. Prompted consumer awareness has
performed exceptionally, almost double
expectations. Despite only being in the
market for a few months, the brand has
already started to build a solid consumer
base, with high percentages of regular
and occasional consumers.
Authentic Beer Experience
"The heritage pils segment sits between
the speciality beer and worldly beer
segments, and can be defined as a
quality choice for those with some
knowledge of beer," jurriaan says. "It's
driven by a slightly older population
and a growing consumer need for an
authentic, traditional beer experience. It's
an opportunity that closely matches the
existing perception of Amstel® as
an affordable premium heritage pils
from Amsterdam.
"In 2009, we identified the need for a
global brand to compete in the heritage
pils segment. Using our global consumer
map, we drew up a shortlist of HEINEKEN's
brands with the right credentials and
World of HEINEKEN Quarter 3 2012
