Beer brand Amstel has announced details of its new website.

The Heineken-owned brand will feature on the Internet at, Amstel said yesterday (31 July).

"The new website not only raises awareness of the Amstel brand and its unique positioning, but it is also a fun site for consumers to visit," said Amstel's brand manager, Toby Shaw. "We hope that it will drive trade to bars and clubs that stock Amstel while adding value to the brand."

The site is part of Amstel's 2006 marketing and PR plan, which includes a second burst of advertising later in the year.

The website features an interactive 'Invite your mates out' function, allowing visitors to send e-mails inviting their friends to meet at an Amstel outlet. The site also acts as a marketing tool, the company claims, driving consumers to Amstel outlets.