No matter the journey, we celebrate your progress.
Last year, we brought you “I Amstel”, a rallying showcase highlighting the value of the journey of progress – that the steps taken towards your dreams are worth celebrating as much as the end-goal is. This year, we’re raising a glass to a brand new campaign and championing those who never give up on their grind.
For I AMSTEL 2.0, we’re honing in on individual stories from real people – and celebrating the steps they’re taking towards their dreams (and in some cases, helping them get a little closer).
On TV, we tell the story of an office worker who makes music by night to feed his soul. He doesn’t make it big off the bat, cause that’s not real life, but he stumbles across someone enjoying his music, with no idea it’s his, and realises he’s moving in the right direction.
In the real world, we created The Entrepreneur, an initiative where Kasi business owners could apply for mentorship, a leg up, and the chance to win 1 million rand. We used our platform to celebrate them and shared their inspiring stories with Mzansi, showing that progress IS possible.
#IAMSTEL2.0
Now, we encourage you, our Amstel drinkers, to keep your hustling spirit alive and grow with whatever you do, because no matter the progress, we celebrate you.
