Low-calorie Amstel look launched by London’s Elmwood

Low-calorie Amstel look launched by London's Elmwood
(Last Updated On: 25th September 2023)

Brand design consultancy Elmwood London has created the official design for a new low-calorie, mid-strength beer, Amstel 66.

Amstel 66 – so-called for the number of calories in each bottle – launches in March and is intended for those “looking for balance”. As well as being 66 calories, it has a strength of 3% ABV, while maintaining the taste of Amstel.

You missed:   Dixons Carphone appoints Proximity London to boost customer engagement

Elmwood London’s design is based on the new Amstel visual identity – which was also created by them – intending to represent balance through the use of the circle and split.

Nic Casby, Brand Director at Amstel owner Heineken, 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.”

You missed:   Multi-million pound campaign from Thomas Cook launches at the start of holiday season

Kyle Whybrow, Associate Creative Director at Elmwood London, said: “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.”

You missed:   What I’ve learnt: Oli Green, Managing Partner at Tangent
Previous post Laundrapp, once touted as the ‘Uber of dry cleaning’, has been acquired out of administration
Rise at Seven hires Just Eat's former SEO lead Next post Rise at Seven hires Just Eat’s former SEO lead