Amstel Expands to China to Celebrate 150-Year Anniversary

This year, Heineken celebrates the 150th anniversary of Amstel. To mark the milestone, the brand is launching in the world’s biggest beer market, China. The pilsner is currently enjoyed in 116 countries around the globe and will be available in select provinces across Southern and Eastern China from November 2020. Amstel is currently a global top 10 beer brand, with Heineken expecting China to become one of the brand’s top markets globally in the next three years.

“Amstel is one of the fastest-growing global beer brands and this entry into China marks a significant step in Amstel’s history,” said Malgorzata Lubelska, Senior Director International Brands & Craft.

“Together with China Resources Beer, our strategic partner in China, we are positioning Amstel as a lead beer within the accessible premium category, which represents the largest segment of China’s premium beer market. We are proud to be introducing this high-quality European beer with pure malt to the Chinese consumer. We will stay true to our heritage and the Amstel brand’s ethos by delivering locally relevant campaigns that celebrate our Amsterdam origins and friendship.”


Founded by two friends in 1870, Amstel is slow-brewed using 100% pure malt and natural ingredients. Heineken markets across the globe will activate the Amstel credentials and mark its 150th anniversary through a new visual identity, which will feature on limited-edition packaging, out of home and digital material.

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