Dutch brewer, Heineken’s Uganda arm has officially launched Amstel beer, the third premium alcoholic brand from the global beverage gaint since it made its foray into the Ugandan market. The others are “Heineken brand” and Desperados, a tequila flavoured beer.
According to the firm, Amstel beer has an alcoholic strength of 5% and will be sold in six pack 330ml bottles and 500ml cans.
Commenting on the launch at Kampala’s Lawns on Friday, Nathan Akandwanaho, Heineken Uganda Sales Manager said, “This entry by Amstel will add momentum in transforming Heineken East Africa’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio.”
He added: “I do believe that I speak on behalf of all my team members when I say we do appreciate the support that has been accorded to us by our loyal consumers, trade partners, stockists & distributors who encourage us through constant feedback regarding additions to our brand portfolio, and I am glad we are in the right direction with the launch.”
The Ugandan beer market is highly competitive with entrenched players like Diageo controlled East African Breweries Limited (EABL) dominating the market. Others are Uganda Breweries, Parambot, among other craft brewers.
The launch of the beer seeks to meet the increased demand by Ugandans for a different quality beer in the market.
All of Heineken’s brands are imported into the country.