Amstel Light is a Global Brand with presence in 12 countries around the world. This brand is the ﬁrst European Light Beer in the world. And Heineken® launched it in the north region of Mexico due to the increase in demand of Light beer market.
The brand has already build up a concept that has heritage and a story but the target of consumers that were looking in Mexico where TRENDSETTERS: young people that just started drinking beer and seek what is new and pro-positive. So its image must transmit that.