Amstel relaunch will bring beer battle to Singha

<p>BANGKOK: Amstel Beer is poised to launch a major campaign at the </p><p>beginning of next year to shore up its flagging fortunes in the </p><p>mid-range Thai beer market. </p><p><BR><BR> </p><p>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 </p><p>reposition its brand. Amstel is expected to go head-to-head with Boon </p><p>Rawd Brewery's Singha Beer, said an agency source. </p><p><BR><BR> </p><p>Amstel will leverage its UEFA football tournament sponsorship in Europe </p><p>to launch a below-the-line concept called 'Beer Stadium' at four key </p><p>open-air areas in Bangkok. </p><p><BR><BR> </p><p>Amstel Stadium Challenges will be featured at the venues and will focus </p><p>on sports, in particular football. </p><p><BR><BR> </p><p>"The Challenges will build the credentials to reflect the personality </p><p>and character of Amstel drinkers, who are educated, genuine and </p><p>enthusiastic men between 19 and 25," said a source at JWT. </p><p><BR><BR> </p><p>"We have to have bold ideas and be very smart to compete with Singha." </p><p><BR><BR> </p>