Heineken gives Amstel first UK TV outing - video

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Heineken has lined up the first television advert in the UK for its Amstel lager brand.

Amstel, which started a three-year sponsorship deal with the UEFA Europa League football tournament last year, will run the ad in the UK for the first time this evening. Filmed in Amsterdam, the spot will run on terrestrial television, starting during this evening's Euro 2016 match between England and Slovakia.

Financial details behind the activation were not disclosed.

"In March, Amstel was successfully launched into the off-trade at scale with significant investment," said David Lette, UK brand director at Heineken. "This will now be bolstered by substantial investment in this new TV ad. It … will drive further awareness of the brand's continental origins."

In the UK, Amstel is brewed in-market. Last year, the brand came under threat of being delisted by UK and Ireland pub chain JD Wetherspoon.

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