WHITE PLAINS, NY–(Marketwire – July 22, 2010) –  Amstel Light, a leading imported light beer from Amsterdam, announced today the enhanced format and schedule for Amsterdam Live — one of the summer’s hottest music and entertainment concepts. Amsterdam Live will feature high-energy DJs and unique light shows as well as performances from some of today’s hottest bands. The lineup includes Fischerspooner, The Rapture, Shiny Toy Guns Hybridigital and many more.

Inspired by Melkweg, a renowned nightclub in Amsterdam, each Amsterdam Live event will immerse fans (21 years old and over) into Amstel’s Amsterdam through an eclectic mix of live musical performances, art and dance. 

“Amsterdam Live will give adult consumers a taste of the spirit and energy of Amsterdam through the lens of Amstel Light,” said Amanda Hawk, Brand Director, Amstel Light. “We’re excited to host this unique mix of music, dance and high energy immersion into the culture of Amsterdam.”

Amsterdam Live kicks off in Minneapolis and will roll into Chicago, Boston and then New York for a final tour showcase. The Amstel Light “Beer Bike” will continue to make stops at each city on the tour to provide adult consumers with a taste of Amsterdam’s unique street performance culture prior to each Amsterdam Live event.

The complete tour schedule and artist lineup is as follows:

• July 23: Minneapolis, MN — Cabooze — Bingo Players, Neon Trees, The Rapture
• July 30: Chicago, IL — Metro — Bart B More, Neon Trees, Shiny Toy Guns Hybridigital
• Aug 4: Boston, MA — Royale — Bart B More, Neon Trees, The Rapture
• Aug 12: NYC — Highline Ballroom — Bart B More, Fischerspooner and Shiny Toy Guns Hybridigital

To showcase each “Dam Good” moment along the way, adult consumers attending the events may load their photographs from the event to the Amstel Light Facebook fan page. For more details about Amsterdam Live, including updated tour lineups and venue information, visit www.amstellight.com.

About Amstel Light
Amstel Light is a leading imported light beer brand in the U.S. The Amstel Brewery was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam’s largest brewer of lager beer. In 1982, Amstel Light was born as an import to the U.S. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA, headquartered in White Plains, New York, the nation’s premier beer importer. For more information, please visit www.amstellight.com. 

About Heineken USA
Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at www.taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.