Amstel Radler Media Launch

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. A media launch was hosted by Amstel as a Chillaz House Party to give invited guests the opportunity to experience Radler in a way they would not forget. The guests were provided with food and drinks, games and a great summer vibe.

Duma Collective played an event consultancy and social media influencer role. For the social media campaign, micro and celebrity influencers were used to give the product a visual representation on social media platforms as well as introducing and creating awareness of the product on all different platforms. A hashtag, #ThisIsRadler, was created and used consistently on social media during the media launch.