Challenge: Reintroduce Amstel Light to affluent men 35+ and make the brand relevant to them again.

Insight: Now that their responsibilities have grown, men 35+ value free time more than ever and put more thought into how they can make the most of their limited time with good friends.

Solution: Knowing that Amstel Light consumers are 42% more likely to play golf, we tapped into their passion by partnering with GolfNow to invite men both on- and off-premise to enjoy a well-deserved round of golf with friends.