Breweries goes the ‘lite’ route

Amstel Lite, Namibia Breweries Limited’s latest offering in the lite beer segment, hit the market last Friday when media houses each received their complimentary basket full of lites. It is set to go countrywide before the end of the month.

According to the Breweries, going ‘lite’ does not mean compromising on taste, as Namibia Breweries proves with the launch of Amstel Lite, the newest lower-ABV beer to launch in the Namibian market. Not only is it lower in alcohol (4% ABV), it also has 25% less calories than Amstel Lager, but it is a full-flavored beer that is slow brewed to the same quality standards consumers have come to expect of Amstel Lager.
Rosemary Shippiki, the Breweries’ National Marketing Manager said, “As a consumer-led organization, we are constantly seeking ways to offer our consumers amazing brand experiences. We have noted an increase in our consumers’ quest for wider and varied choice of brands, styles and flavours to complement their versatile motivations and occasions, hence our decision to launch Amstel Lite.”
“In Namibia, like in South Africa, the lite beer category is experiencing growth, but at the moment this developing market is very limited and consumers are looking for choice. Amstel Lite will offer retailers the opportunity to provide their consumers with this desired choice and enable them to further capitalize on the growing category of lite beer,” she added.
“Just like Amstel Lager, Amstel Lite is brewed for 21 days to ensure a premium, quality liquid inside each and every bottle or can. The bottle itself follows the same iconic shape of the Amstel Lager bottle and thanks to its dynamic and vertical label design it has a young and playful feel. To top it all off, the neck is wrapped in a silver foil, creating a sense of freshness and fun, and distinguishing the exciting new Amstel Lite from the Lager option. This look is carried through to the can, which, with its clean and uncluttered design, will stand out on shelf,” she said.
Amstel Lite will be launched across all on- and off-trade channels and will be available in 330ml bottle and 440ml can from July 2015 onwards.