To light beer, or not to light beer? That is the question

Following its launch as the newest contender in the South African light beer market in August 2014, Amstel Lite has just launched a brand new campaign that aims to get people talking. The campaign points out the real reason consumers drink beer – for its taste. Being a full-flavoured light beer, that is certainly something Amstel Lite can deliver on.  

Light beers tend to have a bad reputation as consumers see them as watered down versions of beer. They can lack flavour and don’t always taste great. But Amstel Lite doesn’t believe that light has to mean light in flavour. They believe in creating a light beer that tastes great – a light beer that actually tastes like beer. So this time, Amstel Lite decided to do things a little differently and give consumers a more obvious reason as to why they should choose Amstel Lite – it tastes great, that’s why.

Muchekwa Tsanwani, Amstel’s marketing manager, says; “in such a saturated market, this straight-forward, to-the-point message will certainly cut through the clutter and make Amstel Lite drinkers proud of the beer they choose to drink. Taste is the only bar defense real beer lovers need since no one can argue with the fact that they choose their beer based on taste.”

The new campaign is being rolled out across billboards, TV and various digital channels. The TV ad follows the Amstel Lite bottle as it moves backwards through the Amstel Lite factory. Its foil, lid and label all being removed until the only thing that really matters is left – the great-tasting liquid. The ad highlights some of the reasons people drink the beer they drink but when it comes to enjoying Amstel Lite, it’s really all about the taste.

Tsanwani says; “Amstel Lite is a light-hearted, fun beer that doesn’t take itself too seriously – it’s the lighter side of Amstel. So we really wanted this to come across in this campaign. We have a great-tasting product and that’s all we really need to say.”  

You can watch the ad here.

For more information, connect with them on Facebook or on Twitter using the #AmstelLite hashtag.