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FROM NEW YORK

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FROM LOS ANGELES

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News Archive for Amstel Light

COAST TO COAST 09.03.09 3:30 PM

Amstel Light Aims to Bring Amsterdam Experience to North America With Concert Series

Amsterdam Live in San Francisco
Photo: Steve Jennings/WireImage

Amstel Light's seven-market concert tour, Amsterdam Live, wrapped up at New York's Webster Hall Wednesday, August 26, with live dance, interactive art, and a performance by the Bravery. Along for the ride—that included stops in Boston, Chicago, and San Francisco—was the Dutch brew's signature 10-seater beer bike, though restrictions prevented riders from actually imbibing.

To separate itself from competing brands, Amstel Light's marketing and events agenda recently has been defined by the brand's connection to its native Amsterdam and the city's devil-may-care attitude. "It’s a point of difference that the brand can own, and is something that we’ve had all along," said the aptly named Amstel Light vice president of marketing, Kheri Holland Tillman. "Amsterdam Live captured Amstel’s Amsterdam in an authentic environment that [aimed to] include unconventional experiences and interactive activities." MORE >>

Amstel Light