Amstel Pulse Wins Gold Award at the Cannes Advertising Awards

Posted: May 6, 2014

The Amstel Pulse bottle, introduced in Russia over two years ago, has won a Gold Lion at the prestigious 2008 Cannes Lions awards at the 55th International Advertising Festival. The bottle was selected from over 1,000 entries for best Packaging Design at the festival, possibly the largest gathering of worldwide advertising professionals and advertisers.

The design of Amstel Pulse is built around the core Amstel bull's-eye logo, which was first used more than 50 years ago. The contemporary bottle with a "rip" tab cap is clear, transparent glass with a unique embossed ripple effect that expresses vibrancy. The shape was also designed to be easy to hold.

Amstel collaborated with brand design agency VBAT in Amsterdam to develop this prize-winning bottle. International Amstel Manager, Jacco van der Linden, said: "I am delighted with Amstel winning the first Gold Lion in this new design category. The award is important to us as a brewer, because it shows recognition for undertaking new, daring initiatives in a relatively traditional industry."

Amstel Pulse targets the growing global appreciation for an easy-to-drink, full-strength lager with a refreshingly smooth taste from the city of Amsterdam. Currently, Amstel Pulse is available in nine countries: Russia, Hungary, New Zealand, Greece, Australia, Dubai, Norway, Italy, and Bermuda. For more, visit and