Popping a cool one. (how Ryan Partnership produced a promotional piece that helped promote Amstel USA's latest product introductions in the U.S.)

Graphic Arts Monthly, April, 1997 by Toth, Debora

When Amstel USA wanted to promote its latest line of beers, it turned to its design firm, Ryan Partnership, Westport, Conn., to produce an eye-catching piece. The outcome: a pop-up, diecut six-pack of cardboard beer introducing the latest line. "Prior to this, Amstel sold only Amstel Light, which has been the number one imported light beer since 1980," says Kevin Indiveri, director of print services for Ryan Partnership.

"But Amstel wanted to increase sales in the U.S. with two new products: Amstel Bier, a golden lager popular in other parts of the world, and Amstel 1870, a traditional European pilsner beer named to commemorate the founding of Amstel brewery. We came up with the pop-up concept for the launch." The piece is a replica of an Amstel...

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