Challenge & Audience
With its market share shrinking, Amstel Light wanted to expand its audience by reaching into younger customer segments that love good food, but tend toward more casual fare, which pairs best with beer. To accomplish this, Amstel Light sought to achieve national recognition as the official “beer of the burger”, and use that as a platform to engage millennial customers in major markets.
As a priority market for Amstel Light, we focused on identifying the segments of young millennial men and women ‘foodies’. These young professionals are stepping into an urban lifestyle on a budget – they want to rub shoulders with local celebrities and Tastemakers, but their budgets and active lifestyles compel them to find their culinary inspiration in chefs who focus on casual cuisine. As new consumers of alcoholic beverages, this audience is more flexible in their brand choices and open to adopting new brands in their ‘burger and beer’ pairing.