HEINEKEN LAUNCHES AMSTEL BEER IN THE TANZANIAN MARKET

General Manager for Heineken East Africa, Mr. Uche Unigwe (right) delivers his keynote speech during the official launch of Amstel lager in Tanzania. Left is Michael Mbungu, Country Manager for Heineken Tanzania.

General Manager for Heineken East Africa, Mr. Uche Unigwe (second left) toasts with various stakeholders during the launch of Amstel lager in Tanzania.

Dar es Salaam. 02 December 2017- HEINEKEN Tanzania has officially announced the launch of its premium beer brand AMSTEL into the Tanzanian market. 

Speaking at the launch event on Thursday in Dar Es Salaam, HEINEKEN East Africa General Manager Uche Unigwe said the introduction of AMSTEL was advised by the growing demand by Tanzanians for a different brand of quality beer in the market.

“The decision to introduce AMSTEL into the Tanzanian market is informed by our research that shows our target consumer enjoys a classier lifestyle in their everyday pursuit of attainable luxuries”.

“This provided a great opportunity for us to expand our portfolio of products thus we brought in AMSTEL to meet this demand”, he said.

Uche noted “Premium domestic beer drinkers now have the option of socializing without sacrifice with a beer that instils the confidence of a premium brand choice without losing taste or image.”

The distinctive, golden AMSTEL beer with its mildly bitter taste and excellent quality has become well known around the world, beyond the borders of its native Netherlands. Today AMSTEL is available in over 100 countries. We proudly welcome this new gem to the Tanzanian market.

This entry by AMSTEL will add momentum in transforming HEINEKEN East Africa’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio” said Michael Mbungu, Country Manager HEINEKEN Tanzania.  

He added, “AMSTEL is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection.

HEINEKEN TANZANIA, through the AMSTEL Brand will also participate in a series of in-country partnerships and events to further cement AMSTEL’s winning proposition. 

Additionally, we are the official sponsors of the Europa League and we plan on bringing the momentum of the beautiful game to the region, as you are aware the Europa League is growing”, he added.

With a brand heritage that spans way over a century, AMSTEL aims to encourage consumers to enjoy their drink and at the same time advocates responsible drinking. Amstel is available at retail outlets countrywide where Tanzanians will get to experience it in a 330ml bottle and a 500ml can.

For more information about the ‘AMSTEL Lager’, please visit https://www.AMSTEL.com 

-ENDS-

NOTES TO EDITORS

For more information please contact:

Njeri Mburu: Njeri.Mburu@heineken.com

Bethuel Kinyori: kb@wearespinpr.com

About HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 73,000 people and operate 167 breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed 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) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.

About Amstel

·         Amstel is a Dutch brewery founded in 1870 in Amsterdam, Netherlands. It was taken over by Heineken International in 1968.

·         Amstel is the official sponsor of the UEFA Europa League.

·         For almost 150 years, Amstel has brewed a unique beer for all those people and moments in life so valuable they should be savored and so good they must be shared.

·         To follow Amstel on Twitter visit www.twitter.com/amstel_tz and Instagram @Amstel_tz