the story behind amstel’s new look

Amstel® Lager, the premium beer brand known for its slow-brewed, extra-matured taste, is excited to announce the launch of its new packaging design. From the first week of April 2023, consumers can savour the delicious taste of Amstel in contemporary new appearance.

Driven by their passion for progress, Amstel is launching new packaging that is stylish and more appealing to consumers, while retaining the same great taste that Amstel is known for. The beer itself won’t be changing its formula or age-old brewing technique.

The new packaging design includes changes in colour and design, packaging material, and bottle labels. The green and gold packaging has been replaced with a fresh gold and white design. The shrink wrap packaging has been replaced with more eco-aware carton packaging, and the bottle labels have been changed from pressure-sensitive labels (PSL), or self-adhesive labels to paper labels.

The new differentiated look will make the Amstel brand easily recognisable and the new pops of colour will certainly stand out in retail outlets.