To commemorate its 140-year anniversary, the most popular Holland’s beer brand Amstel rolls out the anniversary identity that appears across all of the brand’s communications. The new logo, commemorative packaging and a glassware design have been developed by the leading Dutch branding agency VBAT.

New identity pays homage to the brand heritage and the old brewing traditions.

The VAAS (an original glassware) is the symbol of Amstel’s emotional and social engagement with the consumers. ONS BIER (our beer) print proudly communicates Amstel’s heritage with the “140 JAAR” signature.

The series of three limited edition 75cl jubilee bottles glorify Amstel’s history and heritage as well. The bottle glass has been embossed, while the label includes the heraldic brand icon along with the “140 JAAR” mark.