Amstel to create "Super Standard" lager sector

Only months after declaring there was no future in the Britain's standard lager sector by withdrawing its flagship Heineken lager, 3.8 per cent, the Dutch brewer has unveiled plans to create a new "super standard" lager category.

Unlike the packaged format of Amstel, which is brewed under licence and distributed by Bulmers primarily for the take home sector, the draught version is to be genuinely imported from Holland and distributed by Heineken UK.

Amstel, Europe's second biggest lager, will compete long-term alongside Carling, Foster's and Castelmaine XXXX, the brand that has replaced Heineken as Interbrew's standard lager.

Simon Green, Amstel senior brand manager, said: "The UK consumer is trading up to higher quality, premium products in all areas, in everything from ice cream to toilet rolls. "New draught Amstel will meet drinkers' demand for a higher quality standard lager experience in pubs and bars across the UK.

"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."

Heineken is hoping that the launch of Amstel draught will begin to translate the brand's high profile sponsorship of the Champions League, worth an estimated £9m, into sales. Heineken has teamed up with Diageo to install the brand's fancy gold-plated fonts initially into 50 vanguard venues in London and Manchester with a nationwide rollout earmarked for next year.

"We are committed to creating the true Amstel experience in the UK and so will work closely with those outlets that are right for our brand rather than making an all-out rush for volume," added Mr Green.