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European beer brand Amstel launched in Vietnam

Alexander Koch (R), commercial director of Heineken Vietnam, speaks at the launch of Amstel in Vietnam on October 18, 2018.
Alexander Koch (R), commercial director of Heineken Vietnam, speaks at the launch of Amstel in Vietnam on October 18, 2018.

Vietnam’s beer market has witnessed the official arrival of premium European beer brand Amstel, the latest addition to Heineken Vietnam’s product portfolio.

The launch adds to a long list of brands produced and distributed by Heineken Vietnam, which includes Heineken, Tiger, Larue, BGI and BIVINA, Desperados, Affligem and Strongbow, the beer brands of choice for many local consumers.

First launched in the Netherlands in 1870, Amstel has since become well-known in over 100 countries around the world.

Vietnam is Amstel’s first stop in its vision to take over the Southeast Asian market.

What sets Amstel apart from the pack is its signature blend of various malt and hops, which is the secret behind Amstel’s legendary smoothness for almost 150 years. Amstel’s unique packaging design also makes it stand out from the crow and exude a vibrant and breakthrough spirit only found with Amstel.

Amstel has also been a dedicated sponsor of both big events and grassroots sports, with a rich heritage backing European football. Recently Amstel has rejuvenated its association with international football via a new contractor to sponsor the UEFA Europa League until 2021.

“We are very proud to launch Amstel in Vietnam, a premium European brand with legendary smoothness,” said Alexander Koch, commercial director of Heineken Vietnam, at the launch of Amstel in Vietnam.

“Amstel is more than the ideal beverage to enjoy a great time with your family and friends. It is a beer that represents the aspiration to live different, to be unique. With Amstel, Vietnamese consumers are not only presented with the unique taste experience, but also inspired to experience life to the fullest,” he said.

Alexander Koch, commercial director of Heineken Vietnam, invites guests to try Amstel beer at the launch of the European beer brand in Vietnam October 18, 2018.
Alexander Koch, commercial director of Heineken Vietnam, invites guests to try Amstel beer at the launch of the European beer brand in Vietnam October 18, 2018.

Starting Thursday last week, Amstel beer has become available in all distribution channels in Ho Chi Minh City, including restaurants, beer clubs, bistros, supermarkets, and convenience stores.

Established in 1991 with only 20 employees, Heineken Vietnam is now the second largest brewer in Vietnam with more than 3,000 employees and six breweries across in Hanoi, Da Nang, Quang Nam, Ho Chi Minh City, Vung Tau and Tien Giang.

The company now contributes approximately 0.88 percent of the nation’s total GDP.

In 2017, Heineken Vietnam was recognized as the most sustainable company in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) based on the annual Corporate Sustainability Index.