Amstel Light is the leading premium import light beer in the US.
At the introduction of Amstel Light’s sibling brand Heineken Light, it was time to evaluate the position and creative strategy within the Heineken USA portfolio of brands. How would Amstel Light carve out a unique space in the minds of consumers and remain a valuable player in the beer universe?
A brand positioning process was implemented designed to discover insight and market opportunity for the brand. The idea was to shift the brand personality upscale to find a compelling space, appealing to wine drinkers and wine use occasions. The tagline “Live Tastefully” was created and the execution called “Art in a Bottle” allowed the audience to decide for themselves what tasteful meant to them.
Amstel Light was successfully repositioned and remains a strong brand in the portfolio, while not competing directly with its siblings.