Challenge:
When Heineken USA introduced Heineken Light, Amstel Light needed to carve out its own identity—one that would stand apart from its sibling brands while remaining relevant in a crowded beer market.

Approach:
We led a brand-positioning process to uncover new insights and identify a unique role for Amstel Light. The brand’s personality shifted upscale, targeting wine drinkers and more sophisticated “use occasions.” The tagline “Live Tastefully” was created, and the “Art in a Bottle” campaign empowered consumers to define what tasteful meant to them.

Result:
Amstel Light has been successfully repositioned—maintaining strength and distinction within the Heineken portfolio without competing directly with its sibling brands.