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Amstel Wheat Bier Debuts in Select U.S. Cities

September 16, 2011


WHITE PLAINS, N.Y. --  Amstel Light, a leading imported light beer from Amsterdam, officially launched Amstel Wheat Bier, an authentic European wheat beer brewed with Amstel's signature craftsmanship and a brewing tradition that began over 140 years ago, to the U.S. market. Initially, Amstel Wheat Bier will launch in upscale bars and pubs in seven cities (New York, Boston, Providence, R.I., Atlanta, Minneapolis, Chicago, San Francisco) with plans for nationwide expansion to be made by year's end.

Amstel Wheat Bier

Staying true to the identity of an authentic European wheat bier, Amstel Wheat offers a deep, translucent golden color with orange and amber hues. The aroma is rich with fruit and floral notes and a subtle tease of freshly baked bread, while the taste is slightly fruity with soft hoppy undertones.

"Amstel Wheat is delicious and smooth," commented Amanda Hawk, Brand Director for Amstel Light, Heineken USA. "It delivers all of the signature attributes of an authentic European wheat bier, brewed with the craftsmanship adult consumers have come to expect from Amstel."

To support the launch, Amstel will host consumer sampling events in select  bars and restaurants (where legal) in which Amstel Wheat will be served in authentic European wheat bier glassware that highlights the visual and taste appeal of the new brew. The Amstel Wheat signature glass is tall and sleek to showcase the liquid's golden color, while the glasses wider, gold-rimmed mouth protects the thick head that seals in the beer's exceptional flavor.

"This is the perfect time to introduce American consumers to Amstel Wheat Bier, the newest gem in the Amstel family," concluded Hawk. "The wheat beer category, at +25% sales, is growing 3 times faster than import, craft and micro beers*. Combine this impressive growth with Amstel's strong consumer awareness and stellar reputation of quality and craftsmanship, and the result is a wheat bier that offers consumers a great new product from a trusted brand. It's a natural fit and a win, win for all."

* AC Nielsen, Total USA, all Channels, 52 weeks ending 3/29/11


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