Low-calorie Amstel look launched by London's Elmwood

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by Charlie Spargo

Brand design consultancy Elmwood London has created the official design for a new low-calorie, mid-strength beer, Amstel 66.

Amstel 66 - so-called for the number of calories in each bottle - launches in March and is intended for those "looking for balance". As well as being 66 calories, it has a strength of 3% ABV, while maintaining the taste of Amstel.

 Elmwood London’s design is based on the new Amstel visual identity - which was also created by them – intending to represent balance through the use of the circle and split.

Nic Casby, Brand Director at Amstel owner Heineken, said: “In recent years, consumers have become increasingly conscious of the food and drink they consume, and as a result have started moving towards lower-calorie options. With this in mind, the launch of Amstel 66 allows them to do just this - offering the great taste of Amstel, without the calorie content.” 

Kyle Whybrow, Associate Creative Director at Elmwood London, said: “We brought Amstel’s story of expertise to life with a new hand crafted brewery illustration. This was combined with a warm slate grey that takes its cues from premium active lifestyle brands and a pop of Amstel’s iconic red to add modernity and standout.”