Amstel Royale was losing its appeal as a premium beer in Burundi, with its audience gravitating towards beers with stronger international heritage. To reclaim its status, I developed a strategy that highlighted Amstel Royale’s premium qualities and global lineage. 


By leveraging its existing brand assets, we positioned Amstel Royale as the beer for individuals celebrating their successes with like-minded achievers. This strategy has set Amstel Royale up for the next three years as the go-to premium beer, bringing consumers the “taste of success.”