E-Malt.com News article: 3949

USA: Amstel Light, the largest selling imported light beer in the US, a part of Heineken USA Inc., continues to step up its ski platform in 2005 with the announcement that it will serve as the official beer of Utah's Park City Mountain Resort and Colorado's Telluride Ski Resort, Heineken USA revealed on January 10. Being on-tap as the official beer for these two world-class resorts builds on Amstel Light's already impressive ski platform, which includes for the third time, sponsorship of the US Freeskiing Tour.

As part of its official beer status at the Park City Mountain Resort, home of the 2002 Winter Olympics, Amstel Light will be part of the Resort's comprehensive marketing campaign featuring outdoor advertisements, marketing materials, press releases and other Resort-generated materials for distribution. Amstel Light will also have access to the Resort's grounds to host promotional events.

As part of Amstel Light's official beer agreement with the Telluride Ski Resort, featuring some of the world's most majestic scenery and challenging terrain, the brand will be the exclusive malt beverage sponsor for the Resort's winter, spring and summer concert series and the golf sponsorship events. Upcoming concerts include performances by the North Mississippi Allstars and Little Feat. Additionally, Amstel Light will be the only malt beverage brand to appear in any of the promotional and advertising materials for the Resort.

Amstel Light, the largest-selling imported light beer brand, is part of Heineken USA Inc., which is a subsidiary of Heineken N.V. (Netherlands), which is the world's most international brewer. Other brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; and Buckler non-alcoholic brew.


12 January, 2005