Amstel Touts Heritage with Bike-Themed Engagements
Last year Amstel Light re-launched its brand in the U.S. with a campaign that played up the spirit of Amsterdam using the slogan “One Dam Good Bier.”
For one day the brand shut down traffic on Amsterdam Avenue in New York City. At 10 a.m. it began giving away 150 free red bicycles (a main mode of transportation in Amsterdam). By the afternoon, red Amstel Light bikes cruised the upper west side of the city. Later, all were invited to party at a three-block-long happy hour where the brand rolled out its Amstel Light 17-seat pedal-powered Beer Bike, shipped from Amsterdam.
At 7 p.m. the party moved to the Hudson River at the 79th Street Boat Basin where a 2,000-capacity venue called Lounge 1870, reminiscent of an Amsterdam pub, was installed to host a free concert by singer/songwriter Pete Yorn. Similar events were held in six cities. More than 25,000 beers were sampled; media outlets including the New York Post and CBS’s “The Early Show” covered the event.