##THIS SPECIAL VERSION CELEBRATES THE CHARACTER AND VALENCIAN ORIGIN OF AMSTEL
It is precisely the link with Valencia that has made this the only region that, in this new stage, is going to have its own label and packaging and also different from the rest of the country.
As the only brewery of major brands in the Valencian Community, with a production centre that generates 350 direct jobs and more than 12,500 indirect ones, Amstel’s commitment to this territory goes back more than seven decades, since the start-up of its first factory in the Valencian neighborhood of ‘El Cabanyal’ in the 1950s.
The father of Rafael Sánchez, the master brewer who created the recipe for Amstel Original, which is drunk all over Spain, was already working there. He is part of the team at the current factory, where the equivalent of 1.2 billion cans from the HEINEKEN Spain brewing family are produced and distributed every year, approximately half of which are from Amstel.
All Amstels leaving the factory for the province of Valencia will now carry a special label with the skyline of the capital on their collar and the slogan ‘Made in Valencia’ on the label.
While the back label will include the popular expression ‘pensat i fet’, which expresses features of the Valencian character such as spontaneity and enjoyment.
The origin will be highlighted with the adaptation of the statement ‘El sabor de fer-ho bé ací, a València’ and in the company’s name, which will mention its place of production, the facilities in Quart de Poblet. These are details that speak of the roots of the region that Amstel wants to highlight and reinforce with its new image.
Report by 24/7 Valencia team