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Amstel embarks on ambitious China launch by adapting to local tastes

We catch up with Amstel‘s global brand director to hear how he sees China becoming the Dutch beer‘s third biggest market, despite having only just launched there. China is the world’s biggest beer market, but 150-year-old Amstel has waited until now to launch into the country, choosing a strategy of adapting to local tastes.  The Heineken-owned beer brand hopes its long history and European roots place it into the premium market...