Heineken rolls out draught Amstel in UK

Heineken is launching draught Amstel in the UK in a move aimed, says the Dutch brewing giant, at creating a new "super standard" lager category. But the company won't be using Bulmer's as its distributor, admitting it was "concerned" by the situation there. The Hereford-based drinks group handles the packaged variant, but has been beset by a series of financial problems this year culminating in the departure of chief executive Mike Hughes. A new, dedicated third-party sales force is being employed to try to win over pubs and bars across the UK with the new 4.1% abv Amstel proposition. "The British consumer is trading up to higher quality, premium products in allareas," said senior brand manager Simon Green. "It will also give the on-trade an alternative between their premium and standard lager offerings and the opportunity to benefit from higher margins than the standard range typically delivers." Draught Amstel is initially being launched in London and Manchester, with a nationwide roll-out to follow.