20th June 2016

Amstel will unveil a new TV advert showcasing its Amsterdam provenance on screen during England vs Slovakia today. Developed in the UK, the ad marks the first time the premium lager brand has advertised on television, reflecting significant investment focus from HEINEKEN.

The ad tells the story of Jaap, the owner of Amsterdam’s smallest bar, and his dedication to turning it into Amsterdam’s biggest. Despite his bar only seating six people, Jaap spends his spare time collecting chairs. At home, he has over 400 chairs crammed into every nook and cranny. But for Jaap and his wife, living with so many chairs is worth it… because once every few years, when the canals freeze over, Jaap's tiny bar sprawls out onto the ice and becomes Amsterdam's biggest. It’s a place where the whole of Amsterdam comes together for an incredible time over a glass of Amstel.

David Lette, UK Brand director at HEINEKEN said: “In March 2016, Amstel was successfully launched into the off -trade at scale with significant investment. This will now be bolstered by substantial investment in this new TV ad. It was filmed in Amsterdam and will drive further awareness of the brand’s continental origins and showcase what we stand for, which is bringing people together for quality moments.  We are looking forward to maximising our partnerships in the off-trade to make the most of the increased consumer excitement around the engaging new TV ad.”

The new campaign can be viewed here:



For further press information, please contact:

The HEINEKEN team on 020 3757 6800 /