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    Amstel Light Launches Amsterdam at Retail Promo

    Summer program offers consumers a chance to win a trip to Amsterdam.

    NEW YORK -- Amstel Light rolled out its summer "Unlock the Taste of Amstel’s Amsterdam" program to retail outlets throughout the United States. The promotion includes a national under-the-cap (unique-code) sweepstakes offering consumers the chance to win a grand prize trip to Amsterdam or one of 10 second-prize Amsterdammer bicycles.

    A range of support materials and initiatives is on tap to help create interest in the program and boost Amstel Light takeaway.

    "Our Unlock the Taste of Amstel’s Amsterdam program is a great way to generate excitement among consumers and drive display activation across all retail channels," said Kheri Holland Tillman, vice president of marketing, Amstel Light, which is imported by White Plains, N.Y.-based Heineken USA Inc. "The program builds on the positive momentum of Amstel’s ‘One Dam Good Bier’ ad campaign —which was launched to rave reviews in 2008—by reinforcing the progressive spirit of the brand and offering consumers a chance to literally unlock the taste of Amstel’s Amsterdam for themselves."

    -- Progressive Grocer

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