Assignment Amstel Bier

For Markteting Environment we have to make assignments about a brand that can be bought in the Dutch shops. I chose the brand Amstel Bier for my assignment.

I chose to make the review questions about the brand ‘Amstel Bier’. It is a very well-known beer brand in the Netherlands. The reason why I chose Amstel Bier is because it is a product which I drink sometimes, and I would like to learn more about the way it is sold and promoted by the company.

In 1968 Heineken International took over the producing company of Amstel Bier. Amstel is now produced in the main Heineken plant in Zoeterwoude. The company Heineken took over Amstel Bier, so it’s also the owner of the brand name.

Amstel Bier was founded on 11 June 1870 in Amsterdam and was named after the river Amstel. By 1872, Amstel Bier was producing 10000 hectoliters each year. Amstel was most popular in Amsterdam, but from 1883 they also started to export to Great Britain and the Dutch East Indies .In 1954 Amstel started to expand and built a new brewery in Dutch Guiana. About ten years later they also opened breweries in Curacao, Puerto Rico and Greece. In 1968 Amstel was taken over by Heineken. Four years later the Amstel brewery in Amsterdam was closed. The production of Amstel continued in  the main Heineken plant in Zoeterwoude. Heineken International is the owner of more than 250 brands. They own brands like: Amstel, Desperados, Sol, Strongbow cider, Dos Equis, Tiger and many more.

Lars Dikkeboer
IBMS student Saxion Deventer