Heineken expanded the launch of its Monteiths labels last year

Heineken expanded the launch of its Monteith's labels last year

Heineken is set to launch its Amstel Radler brand into Travel Retail channels in the Americas.

The 2% abv blend of lemon juice and Amstel lager will be available in cruise, ferry and border stores from 1 March, Heineken said yesterday (13 February). Amstel Radler was launched in the Netherlands in March last year and is now available in other domestic markets in northern Europe, including the UK.

A Heineken spokesperson told just-drinks the launch was the company's most successful new product launch for Heineken "for many years". A grapefruit extension will be launched next month, the spokesperson added.

Meanwhile, labels from Heineken's New Zealand craft brewer Monteith's Brewing Co, which were expanded into northern Europe and some Travel Retail markets last year, will also go into Travel Retail and Cruise channels in the Americas from 1 March. Both Amstel Radler and Monteith's are part of Heineken's 'Beers of the World' portfolio.

Heineken's global Travel Retail head, Sean McNaughten, said: “Both Monteith’s and Amstel Radler are key players in our ambition to grow the beer category. Amstel Radler is one of our biggest innovations to date ... it’s perfect for cruise ships and the tropical climates of Latin America."

Four Monteith's beers will enter the new channels in 33cl bottles - Monteith’s Bohemian Pilsner Beer, Monteith’s Pacific Pale Ale, Monteith’s Summer Ale and Monteith’s IPA. 

Speaking to just-drinks at the TFWA World Exhibition in France in October, McNaughten, described Monteith's beers and ciders as “sessionable” drinks that “will delight and surprise” consumers.

Expert analysis

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