Amstel Light Asks You to “Savor Complexity”

Amstel Light, a leading imported light beer from Amsterdam, today unveiled a new advertising campaign, entitled, “Savor Complexity.” The campaign highlights the surprising complexities of simple items such as the burger, pigeon, dart board, umbrella and ping pong, encouraging consumers to consider and appreciate the intricacies of their everyday lives.

“Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer,” said Belen Pamukoff, Brand Director, Amstel Light. “We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren’t willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives.”

Created by Droga5 New York, the integrated campaign includes print, radio, out-of-home, digital and social media activations, and highlights the sophistication, multi-dimensionality, and depth of both our consumers and the beer itself.

“Most beer advertising is a race to the bottom, but Amstel Light respects its drinkers and understands they’re not interested in the lowest common denominator,” said Andrew Essex, CEO of Droga5. “Amstel Light is a beer with substance, and this campaign celebrates just that: the full story, the deeper meaning, and life’s complexities.”

For more information about Amstel Light, visit, or follow us on Twitter @AmstelLight.

About Amstel
Amstel, the premium Dutch beer brand was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. In 1872 the first barrels of Amstel beer were delivered in Amsterdam and due to its characterful taste it became an overnight success. By 1886, Amstel had become Amsterdam’s largest brewer of lager beer and in 1968, Amstel joined forces with Heineken International. In 1982, Amstel Light was born as an import to the U.S. and is currently a leading imported light beer. Today, Amstel is one of the world’s top five international beer brands thanks to its unique portfolio, character, flavor and more than 140 years of brewing heritage. Heineken USA currently distributes Amstel Light, and introduced Amstel Wheat in select U.S. markets in 2011. For more information, please visit .

About Heineken USA
Heineken USA Inc., the nation’s premier bier importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international bier brand; Heineken Light; Amstel Light, a leading imported light bier brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at Please visit .