The campaign is designed to introduce consumers to "The Amstel Way" which is to have fun, socialise and enjoy the beer but to drink sensibly and at a relaxed pace.
Amsterdammers appear on posters which feature Dutch words such as "rustig" meaning "go easy", accompanied by English taglines like "Take time with your beer. The pub is not on fire."
Cities with a strong Amstel presence including London, Cardiff and Newcastle will be heavily targeted with the posters, which will appear in 1,300 sites nationwide.
The campaign will also be strong in pubs with branded beermats, staff T-shirts and flyers.
Toby Shaw, Amstel brand manager, said the campaign will appeal to its young professional target audience but will also promote responsible drinking.
"Amstel is all about socialising but not going completely crazy. Life needs to be enjoyed but not at all costs," he said.
He added that Amstel's taste and 4.1 per cent ABV mean customers can enjoy a premium drinking experience with a standard strength lager.
Since Amstel was launched on draught in 2002 it has been listed in more than 1,500 outlets and has seen a massive 283 per cent MAT volume growth year on year between March 2005 and March 2006.
The campaign will be a major shot in the arm for Amstel, which lost its sponsorship of the UEFA Champions League last year to sister brand Heineken.
For more information about stocking Amstel contact Heineken UK's customer services team on 020 8879 8123.