Heineken has recently announced that it is planning to launch its Amstel beer brand in the China market.
At present, Amstel can be found in more than 116 countries and in November 2020, it was ‘soft launched’ in several coastal eastern provinces in China.
According to Heineken, Amstel is now already a global top 10 beer brand. In the next 3 years, it predicts China to be one of Amstel’s biggest market.
Heineken Company International Brands & Crafts Senior Director Malgorzata Lubelska said, “Amstel is one of the fastest-growing global beer brands and the entry into China marks a significant step in Amstel’s history. Together with China Resources Beer, our strategic partner in China, we are positioning Amstel as a leading beer within the accessible premium category, which represents the largest segment within China’s premium beer market.”
Amstel is a high-quality European beer with pure malt and natural ingredients which will attract many quality-conscious Chinese consumers.