Heineken USA has launched ‘The Bier Drinker’s Light’, a new advertising campaign for its imported light beer product, Amstel Light. Though the new move may be regarded as a next step in the brand communication strategy, it features a bow to the Dutch brand’s heritage and European beer brewery traditions.

The campaign was launched on May 16 on the radio OOH and online.

The main point of the campaign is to establish Amstel Light as a unique full-flavored light beer, a drink with truly Dutch ‘bier’ taste by opposing it to other ‘watery’ light beer products. The current endeavor by Amstel features Dutch brewers as title characters with strong voice.

According to the brand, the latest tagline has strong emphasis on the Amstel’s 140-year history of beer brewing. At the same time, it features a hint towards the refreshing effect of the product that arrives just in time for the hot summer season.

A variety of new print, online, outdoor and radio ads, created by Dallas-based The Richards Group, a full-service branding and advertising agency, will be released in course of the campaign.

Colin Westcott-Pitt, Vice President of Marketing, Amstel Light, said, «With the craft and specialty beers booming, and so many new styles to explore, the number of adult consumers who take pride in being truly discerning ‘beer drinkers’ is greater every day. The Bier Drinker’s Light is a nod to those consumers, acknowledging their passion for great beer flavor and the art of brewing, and understanding that during a light beer occasion, they shouldn’t have to sacrifice any of that.»

To learn more about the ‘The Bier Drinker’s Light’ campaign from Amstel, please visit www.amstellight.com