Amstel officially enters Vietnamese beer market

Amstel will inspire Vietnamese consumers to live differently

Born in 1870 in the Netherlands, Amstel has become well-known in over 100 countries around the world. In its newest quest to conquer Southeast Asia, Amstel has chosen Vietnam as its first destination.

What sets Amstel apart from the pack is its signature blend of various malt and hops, which is the secret behind its legendary smoothness for almost 150 years.

Amstel’s unique packaging design also makes it stand out from the crowd. The premium red and gold colours on Amstel’s logo alongside two royal lions exude a vibrant and breakthrough spirit only found with Amstel.

Beyond its distinctive taste and packaging, here in Vietnam, Amstel also represents the inspiration to set yourself apart, to immerse yourself in novelty and unique experiences, to live differently.

Amstel is more than a beer popular beyond the borders of its native country. Over the course of its history and development around the world, Amstel has always been a proud supporter of sports. The moment Amstel appeared in the hands of “The Greatest” Muhammad Ali in 1980 marked a significant milestone where consumers could see for themselves the very same attributes shared by this brand and one of the greatest sporting figures of the 20th century—the vigorous energy and the passion to always be themselves, be different to get the best out of life.

Matt Wilson, corporate affairs director of HEINEKEN Vietnam

Amstel has also been a dedicated sponsor of both big events and grassroots sport, with a rich heritage backing European football. Recently, Amstel has rejuvenated its association with international football via a new sponsorship of the UEFA Europa League until 2021. This partnership extends Amstel’s proud bond with the world’s most popular game, having previously been a sponsor of the UEFA Champions League from 1994-2005.

At the launch of Amstel in Vietnam, Alexander Koch, commercial director of Heineken Vietnam, shared: “We are very proud to launch Amstel in Vietnam, a premium European brand with legendary smoothness. Amstel is more than the ideal beverage to enjoy a great time with your family and friends. It is a beer that represents the aspiration to live different, to be unique. With Amstel, Vietnamese consumers are not only presented with the unique taste experience, but also inspired to experience life to the fullest.”

Starting from today, Amstel beer is available in all distribution channels in Ho Chi Minh City, such as restaurants, beer clubs, bistros, supermarkets, and convenience stores.