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News & Culture

Amstel RideLondon 2018 Promotion

Our latest campaign with Amstel is now live in grocery and convenience stores nationwide. Following the recent launch of Amstel’s exciting new brand identity, the campaign offers lucky shoppers the chance to win a variety of bespoke cycling prizes that taps into the brand’s Dutch heritage.

Shoppers who purchase Amstel are in with a chance to win; from to personalised cycling jerseys, to team entries to the Prudential RideLondon Surrey, to a cycling trip to Amstel’s native Amsterdam and other destinations around the world.

These bespoke cycling themed prizes speak to Amstel’s heritage, and re-affirm the brand’s position as the PB (post bier) of choice for cyclists, all while beginning to drum up excitement for this year’s RideLondon.

The campaign insight revealed that RideLondon participants aren’t always identifiably avid cyclers, but instead are a generation of cyclists who care just as much about the celebratory biers that follow a big ride as they do about breaking their record time.

The promotion will run through a number of grocery and convenience retailers including Asda, and Sainsbury’s, and cashback app Checkout Smart.