Amstel Lager and Y&R South Africa Become Brews

Premium beer brand of Heineken South Africa, Amstel Lager, has announced the appointment of Y&R South Africa as their new lead agency.

The news follows a titanic pitch effort in close collaboration with shopper marketing business unit, Labstore South Africa and digital specialist, NATIVE VML, who together form part of the combined VML and Y&R Africa Group entity.

Commenting on the win, Graham Lang, Y&R South Africa’s CCO, said: “We are just so proud to partner with this iconic brand. Congrats to the team! I’m so proud of the guys that worked on this one. We believe in the power of Connected Ideas and feel that through our collective Group offering, we have a brilliant opportunity to produce something amazing.”

Jason Xenopoulos, CEO of Y&R South Africa and NATIVE VML, articulates the significance of this win: “We are all delighted to work on a beer brand with such a rich, textured and layered history. We look forward to applying our shared knowledge across the three agencies within the VML and Y&R Africa Group to ultimately establish the Amstel Lager brand as a cultural icon,” he concludes.