Heineken Tanzania has officially launched premium beer brand AMSTEL into the Tanzanian market. 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,” HEINEKEN East Africa General Manager Uche Unigwe said during the launch.

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 Kenyans will get to experience it in a 330ml bottle and a 500ml can.