If there is a marketing and branding strategy that can guarantee an established brand’s staying power and relevance, it is the constant revitalization and making over of the existing architecture, look and feel of the brand. When a brand attains a certain level of heritage and equity, it leverages line extension as part of its strength for a more contemporary brand image to appeal to new generations of consumers.
Consumers respect and remember brands that get with the times in terms of understanding what they want, reaching them in new and innovative ways, and consistently delivering offerings that surpass their expectations.
With new technology and trends influencing everything marketers and brand managers do, a brand’s reputation can shift with a single tweet or video. Perceptions of a brand are shaped by the way it interacts with consumers and keeps up with their expectations.
Recently, the premium malt brand, Amstel Malta, announced its relaunch with a stylish new look and the introduction of new Amstel Malta Ultra – a non-alcoholic malt drink with no added sugar – the latest addition to the Amstel family and the first of its kind in the category.
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The news comes as a welcomed surprise to health enthusiasts across the Nigerian market, as the brand pulled an ideal “you asked, and we delivered” move. With the all-new Amstel Malta Ultra, you need not let the worry of “too much sugar” stop you from enjoying the nourishing goodness of a malt drink. Yes, you can now enjoy malt goodness without the guilt!
Let’s hail the latest addition to the Amstel Malta Family “Amstel Malta Ultra” the first no added sugar malt and the first malt drink in a sleek can uniquely designed to fit the lifestyle of health-conscious Nigerians, fitness enthusiasts, and people who want a light and refreshing malt diet. Amstel Malta Ultra is the perfect choice for those who want to live life to the fullest while staying healthy.
As the first no added sugar malt drink, Amstel Malta Ultra becomes the malt drink with the lowest calorie content in Nigeria. And the first malt drink in Nigeria in a sleek can, Amstel Malta Ultra’s irresistible look is set to take the market by storm.
Interestingly, the new variant is enriched with vitamins and minerals like Amstel Malta but with no added sugar to fit the lifestyle of health-conscious consumers and fitness enthusiasts.
With so many firsts and the brand’s deliberate effort to champion a healthier alternative for Nigerians, Amstel Malta is repositioning itself as the number one malt drink of choice for all consumers, especially among the teeming health-conscious class.
Amstel Malta is taking the lead by meeting growing consumer needs, for a wide range of consumers who want to look good and feel good. So, whoever you are, there is an Amstel Malta just for you.
For over 25 years, Amstel Malta has supported consumers’ busy lifestyles by supplying them with carefully produced high-quality, nutritious beverages in stylish easy-to-hold packaging. The brand has won the hearts of Nigerians everywhere as the signature companion for any meal, and a go-to drink for all occasions.
According to the brand owners, besides its elegant revamp, the premium malt drink remains enriched with the same amount of vitamins and minerals and provides the same well-trusted nourishment as it has for decades.
“So, whether or not you’re watching your sugar levels or you just like the idea of knowing you’re eating (or drinking) right, then Amstel Malta Ultra is perfect for you. And of course, if you prefer the refreshing taste of your favourite Amstel Malta, keep an eye out for the new stylish look,” the brand explained.
It was further noted that the revamp and introduction of the Amstel Malta Ultra are in response to the evolving trends, and growing demand for healthier drink options by a population that is increasingly conscious about wellness – something Amstel Malta has always been keen on.
Speaking about the product revamp and the introduction of the new variant, Portfolio Manager – Non-Alcoholic Drinks, Nigerian Breweries Plc, Kehinde Kadiri said; “Amstel Malta has always been keen on delivering superior taste experiences to its consumers while helping them maintain a healthy lifestyle. Amstel Malta Ultra is a natural next step for us.” The goal, she added is, “to give the customer irresistible options, either your favourite Amstel Malta in a brand-new look or the new Amstel Malta Ultra with no added sugar in a sleek can”.
Amstel Malta has been the malt drink of choice for millions of Nigerians, young and old who want to look and feel good. Maintaining the same stellar taste and quality for decades, Amstel Malta has repackaged the same premium drink over the years to meet the needs of its customers.
In the words of Nigeria Technological Manager, Nigerian Breweries Plc, Seun Akinwale: “Amstel Malta Ultra is the first-ever no-added-sugar malt drink in Nigeria, and the first malt drink in a sleek can” The new product he assured, “retains the same nourishing goodness of Amstel Malta, with no added sugar. It is a win-win for lovers of malt who wish to cut down their sugar intake while they keep enjoying the benefits of malt. And to keep the excitement of our loyal customers, Amstel Malta gets a new revamped look.”
Amstel Malta is poised to start the decade on top of its game, and if the history of the drink is anything to go by, this will not be the last time we will be seeing innovative twists to this truly premium proposition.
What’s more, Malta Ultra is a line extension aimed at sugar reduction, hinged on the growing consumer health consciousness trend. It is formulated to provide the same malt nourishment as Amstel but with no added sugar to re-position the Amstel Malta brand as the malt of choice for health-conscious consumers.
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