Amstel ULTRA® launches “Choose your way of life” campaign

AMSTERDAM, May 21, 2021 (GLOBE NEWSWIRE) – Today Amstel ULTRA®, the low-carb, low-calorie light beer, launches a new global campaign with tennis legend Rafa Nadal titled “Choose your way of life”. The campaign highlights the importance of finding a balance in life and the benefits of choosing a beer that works for you.

the ‘Choose your way of life’ The campaign shows that Rafa adopts an active but balanced lifestyle, enjoying the simplest moments with his friends and family. The two campaign hero films – “True Luxuries” with Amstel ULTRA® and “Rafa Side of Nadal” for Amstel 0.0, showcase the unexpected ways Nadal enjoys spending his time away from the court.

Launched first in Mexico and Spain, followed by 10 additional markets later in 2021, the campaign demonstrates how Amstel ULTRA® and Amstel 0.0 are high-quality, refreshing alternatives for occasions when low-calorie or non-alcoholic beers are suitable. perfectly. The films illustrate Rafa’s choices for making the most of every situation, such as enjoying “nightlife” with a night run or camping with friends in “6 * luxury” under the stars.

the ‘Choose your way of life’ The campaign also highlights the importance of moderation and responsible drinking as part of HEINEKEN Brewing a Better World’s broader ambition to create more choices for consumers in the zero alcohol category.

Rafa Nadal said; “I really enjoyed working on this campaign with Amstel because the message it portrays to encourage responsible drinking is so important. Amstel ULTRA® and Amstel 0.0 allow me to find a balance between staying active and spending quality time off the court with my friends, knowing that I can make choices that complement my lifestyle and encourage responsible drinking and moderation. Hope this highlights that even the simplest choices in life can help find the balance we all need.

Bernardo Spielmann, Amstel Global Brand Director at HEINEKEN, said; “It’s great to launch our first campaign with Rafa Nadal, celebrating the luxury of choice and finding a beer that works for you and your lifestyle. With Amstel ULTRA® and Amstel 0.0, we aim to enable everyone to live a balanced and active lifestyle, without having to compromise on taste or quality. Together with Rafa, we will continue to grow the Amstel ULTRA® brand globally, as this exciting category continues to grow.

The campaign was developed by independent creative store hello_ and the film was directed and produced by Igor Borghi of Central Films in Mallorca, Spain, and followed local COVID-19 guidelines. Over the next three years, Nadal will be featured in Amstel ULTRA® and Amstel 0.0 TV spots, as well as in digital and outdoor advertising.

This is the latest activity of the partnership announced in April, in which Rafa Nadal will be the face of a number of Amstel’s low-alcohol and non-alcoholic beverages, including Amstel ULTRA®, Amstel 0.0. Amstel ULTRA® Seltzer and Amstel Malta ULTRA®.

Press inquiries:
Hannah notot
Email: [email protected]

About Amstel ULTRA®
In 1870, Amstel was founded by two friends and entrepreneurs in Amsterdam and is named after the Amstel river, which runs through the city. Today, our Golden Beer is loved in 116 countries around the world. For 150 years, Amstel® has brewed a high quality beer that has the perfect balance between taste and refreshment. Amstel is committed to providing consumers with options that match their lifestyle.

Amstel ULTRA® was designed to complement healthy and balanced lifestyles without having to sacrifice quality or flavor. Amstel ULTRA® is designed for active people, who are looking for a low-carb, low-calorie beer that fits into their active lifestyle, while maintaining the same premium Amstel quality they know and love. With only 85 calories per 355ml bottle and with only 3.5-4% alcohol, Amstel ULTRA® allows you to push yourself into whatever you do, while still taking the time to enjoy life.

HEINEKEN is the world’s most international brewer. It is the leading developer and distributor of premium beer and cider brands. Supported by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. HEINEKEN is committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. With ‘Brew a Better World’ sustainability is built into the business. HEINEKEN has a well-balanced geographic footprint with leading positions in developed and developing markets. It employs more than 80,000 people and operates breweries, malt houses, cider houses and other production facilities in more than 70 countries. Heineken NV and Heineken Holding NV shares are traded on the Amsterdam Euronext. Common share prices are available on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored Level 1 American Depositary Receipt (ADR) programs: Heineken NV (OTCQX: HEINY) and Heineken Holding NV (OTCQX: HKHHY).

The most recent information is available on the HEINEKEN website. Follow us on LinkedIn, Twitter and Instagram.

A photo accompanying this announcement is available at

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