Amstel® says that driven by its passion for progress, the brand is launching new packaging that is stylish and more appealing to consumers while retaining the same taste that it is known for.

The beer itself will keep its formula and age-old brewing technique, adds the brand.

"The new packaging reflects Amstel®'s commitment to innovation and growth while honouring its perfectly balanced and refreshing taste," says Boipelo Malao, senior brand manager of Amstel® Lager.

"We aim to make the Amstel brand more relevant and appealing to our modern South African consumer without compromising the taste credentials and quality that have made us a favourite among beer lovers nationally," adds Malao.

The new packaging design includes changes in the following:
  • colour and design
  • packaging material, and
  • bottle labels.

According to the brand, the green and gold packaging has been replaced with a gold and white design. In addition, the shrink-wrap packaging has been returned with more eco-aware carton packaging. The bottle labels have been changed from pressure-sensitive (PSL) or self-adhesive labels to paper labels.

The new packaging design will be available from the first week of April.

The brand concludes that its new differentiated look will make the Amstel® brand easily recognisable, and the new pops of colour will certainly stand out in retail outlets.

For more information, visit www.amstel.co.za. You can also follow Amstel® Lager on Facebook, Twitter or on Instagram.