Amstel is a respected lager brand globally. This new iconic Premium Quality Lager taps into two major consumer trends. One: the increasing desire for more accessible beer tastes and two: growing health awareness. The desire was to create a pack that felt different to standard beers; something contemporary, something new, nothing less than an icon.

The developed bottle profile is elegant, tall and transparent. Slim and spear-shaped, it thrusts upwards. ‘In hand’ the bottle is easy and lightweight. There's little graphic clutter on the bottle. The Amstel brand is simplified to its original circular device. A subtle 3D button effect modernises this iconic Amstel logo. Relatively small in size, the new logo makes the new bottle feel special. A ripple device, representing the brand character, surrounds the logo. Not composed of standard and traditional beer codes, it's outgoing, self-assured and magnetic. The addition of the embossed, bold AMSTEL name is almost architectural and contrasts the refined logo. The neck label is kept relatively clean. A silver background together with red, project a fresh and modern character. Not baroque in design, just simple and balanced.Differentiating from standard ‘crown’ tops of competitors, the ‘pull’ top is active and accessible.