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Amstel 0% beer recruits tennis great Rafael Nadal as global ambassador
Amstel’s light beer product offerings, Amstel Ultra and Amstel 0.0 will feature 20-time grand slam champion Rafael Nadal as global ambassador for the next three years.
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Nadal is expected to feature in a variety of marketing activities for the brand over the course of the next three years. These are set to include TV commercials and digital campaigns, as well as out-of-home advertising.
The tone of the campaigns are expected to feature how Amstel’s light and 0% range fits into Nadal’s balanced lifestyle as a professional athlete.
The tennis great’s role as ambassador will place emphasis on moderation and responsible drinking – fitting into parent brand Heineken’s ‘Brewing a Better World’ directive.
“We are extremely excited to welcome Rafael to the Amstel family. Rafael is known not only for his incredible achievements on the tennis court, but also for living an active and well-balanced lifestyle. This makes him the perfect partner for our growing range of Amstel lifestyle products, including Amstel Ultra, Amstel Ultra Seltzer, Amstel Malta Ultra and Amstel 0.0,” said Malgorzata Lubelska, senior director global international brands at Heineken.
“Together with Rafael Nadal, we will continue to develop the Amstel Ultra brand, as this category continues to grow, helping to reinforce the important message of moderation and responsible consumption through choice.”
Amstel Ultra will be rolled out in 10 new countries this year, while Amstel 0.0 is already available in more than 10 countries – including Nadal’s native Spain.