Amstel relaunch will bring beer battle to Singha

BANGKOK: Amstel Beer is poised to launch a major campaign at the

beginning of next year to shore up its flagging fortunes in the

mid-range Thai beer market.

The beverage company is believed to have a 100 million baht (US$2.5 million) war chest for its advertising agency J. Walter Thompson to

reposition its brand. Amstel is expected to go head-to-head with Boon

Rawd Brewery's Singha Beer, said an agency source.

Amstel will leverage its UEFA football tournament sponsorship in Europe

to launch a below-the-line concept called 'Beer Stadium' at four key

open-air areas in Bangkok.

Amstel Stadium Challenges will be featured at the venues and will focus

on sports, in particular football.

"The Challenges will build the credentials to reflect the personality

and character of Amstel drinkers, who are educated, genuine and

enthusiastic men between 19 and 25," said a source at JWT.

"We have to have bold ideas and be very smart to compete with Singha."