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In 1870, our brewery was founded by two friends in Amsterdam. They brewed a new, Bavaria-style lager beer that became an instant favourite. Now, 150 years later, not only the Dutch, but people from all over the world know the excellent quality of Amstel.
As it happens, Amstel Beer was born from the very particular friendship of its two founders: Charles de Pesters and Johannes van Marwijk Kooy. Brothers-In-Law and best friends who, as the story goes, could not find a single beer in Amsterdam that they both liked. So they decided to create their own. The rest is history.
After having started to brew their very own beer, Charles and Johannes were still not satisfied. For them it was never about ‘getting things done’ and all about ‘getting things right’. The ice from the River Amstel was used to keep the precious Pilsener cold in the brewery before the times of refrigeration. The bond between Charles and Johannes and the brand it created are both inspiring icons of quality, dedication and friendship.
Our classic, golden Amstel Beer, with its very distinctive and mildly bitter taste, has over the years become well known beyond the borders of its native country. The entrepreneurial spirit of the brand has created a host of brand extensions, such as: Amstel Lager, Amstel Premium Pilsener, Amstel Light, Amstel Bright, Amstel Radler and Amstel ULTRA.
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MARKETING OUR PRODUCTS RESPONSIBLY - As we don't want to contribute to excessive consumption or misuse, we have set standards and we comply with regional and national codes for beer and alcoholic advertising. We only place commercial communication where at least 70% of the audience is over 18 years or in some countries the legal purchase age if that is higher than 18 years. We will only feature people who are at least 25 years old and act and appear their age. We will not suggest alcohol is the key to social or sexual success. We define commercial communication as all activities carried out in order to market our brands (alcoholic and any non–alcoholic versions of alcoholic brands). This includes: all advertising, the brand name, product descriptor, packaging and labelling, digital and mobile phone communication, sponsorships, product placement, promotions (on & off–trade) and point of sale materials.
EMPLOYEES AS AMBASSADORS
We encourage our employees to be ambassadors for alcohol responsibility and to take personal responsibility for their own alcohol use. Our company worldwide implements Cool@Work – a workplace alcohol information and prevention programme. It aims to improve safety and health at work, ensure responsible alcohol consumption and create awareness, commitment and ambassadorship among employees. Employees are divided into three groups and targeted information and support is delivered to each group: Green: the majority who consume alcohol in moderation and are responsible drinkers. Amber: Those at risk of developing alcohol problems because of their job activities or characteristics. Red: Individuals showing performance or health problems because of their alcohol consumption. Targeted communication and training is implemented annually by our global operating companies using tools and methods most appropriate to local market needs.
WORKING WITH THE INDUSTRY
Industry can be a valuable partner to encourage responsible drinking. The combined impact of brewers working together to address common issues is more powerful and in some cases has greater impact than companies acting alone. Industry groups, governments, non–government organisations, consumer groups, police forces, legislators, retailers, bar and pub owners and community groups all have a valuable role to play in encouraging responsible consumption. We work with brewers on a global (Worldwide Brewing Alliance), regional (e.g. Brewers of Europe) and market level on joint initiatives to promote responsible consumption. We also cooperate with the wider alcohol beverage industry on a global level (e.g. International Center for Alcohol Policies) and in many markets (e.g. Portman Group in the UK).
WORKING IN PARTNERSHIP
We work with others to encourage responsible attitudes to alcohol and to address alcohol related harm. It has been recognised by the World Health Organisation that brewers can effectively contribute to reducing alcohol related harm. We currently have partnerships with a variety of NGOs and third parties to address different areas of alcohol related harm. Our commitment is that by 2015, all of our majority owned companies will have a partnership to help reduce alcohol related harm.
WHAT IS ALCOHOL?
Alcohol is created when fruits, vegetables or grains are fermented. That means using yeast or bacteria to chemically change sugar in the food into alcohol. The chemical name for alcohol in drinks is ethanol. Ethanol is a colourless liquid that is lighter than water - one millilitre weighs around 0.8 grams. The amount of alcohol present in different fermented products varies greatly. The percentage of alcohol in a typical serving of beer is around 5%; for wine it's about 12% and spirits approximately 35%.Alcoholic drinks also contain energy (calories) from alcohol (30 kilojoules per gram). The nutritional value of most alcoholic drinks is very low, because they contain little protein, fat or other nutrients. Some drinks like beer, do contain sugars and carbohydrates, B-vitamins, micronutrients and minerals.