Amstel 66

Agency: Elmwood London
Associate Creative Director: Kyle Whybrow
Global Provocation Officer: Greg Taylor
Client Partner: Mark Baxter
Account Manager: Amy Elliot
Senior Designer: Tim Wood
Location: UK
Project Type: Produced
Packaging Contents: Beer

Elmwood London creates design for the launch of low-cal beer Amstel 66

LONDON 25 February 2020: Elmwood London, the brand design consultancy, has created the design for Amstel 66, a new mid-strength, low-calorie beer, set for launch in March 2020.

Amstel 66, the first low-calorie alternative from Amstel®, is carefully crafted for those looking for balance in their lives. It is 3% ABV and contains only 66 calories per bottle whilst maintaining the refreshing Amstel flavour the UK knows and loves.

Reflecting this, Elmwood London’s design is based on the new Amstel® visual identity – also created by the consultancy – and perfectly represents balance through the use of the iconic circle and split, combined with the quality and reassurance of brew storytelling.

Nic Casby, Brand Director at Heineken, owner of Amstel, said: “In recent years consumers have become increasingly conscious of the food and drink they consume, and as a result have started moving towards lower-calorie options. With this in mind, the launch of Amstel 66 allows them to do just this – offering the great taste of Amstel, without the calorie content.”

Kyle Whybrow, Associate Creative Director at Elmwood London, said: “Amstel 66 is perfect for those who enjoy a balanced and active lifestyle and don’t want to compromise on a great tasting lager. We brought Amstel’s story of expertise to life with a new hand crafted brewery illustration. This was combined with a warm slate grey that takes its cues from premium active lifestyle brands and a pop of Amstel’s iconic red to add modernity and standout.”

Amstel is experiencing 26% growth in the off-trade, with a total worth of £43m[1].

Amstel 66 is currently available exclusively in selected Sainsbury’s stores in 4x300ml and 12x300ml packs.