Amstel Radler is the newest addition to the Amstel family. It is a combination of 60% beer and 40% lemon juice and contains 3% alcohol volume; this makes it the perfect chill session beverage for the summer. Amstel hosted the media launch as a Chillaz House Party to allow guests to experience Amstel Radler in a way they would not forget. The guests were provided with food and drinks, games, and a great summer vibe.
Duma Collective provided the brand with Event Consultancy and Social Media & Influencer services. For the social media campaign, micro and celebrity influencers were used to give the product a visual representation on social media platforms and introducing and creating awareness. The hashtag, #ThisIsRadler, was created and used consistently on social media during the media launch.
