Amstel Redesigns Global Packaging and Logo
The beer brand is updating its visual identity across international markets to emphasize its Amsterdam roots.
Updated on Oct. 28, 2026 in Beer
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Amstel is rolling out a refreshed global packaging design featuring a modernized crest and a bespoke typeface. The update aims to elevate the brand's premium positioning by celebrating its Dutch heritage.
Why it matters
This visual overhaul reinforces the brand's premium status in international markets while modernizing its identity to better reflect its historic Amsterdam roots. The design update recently earned recognition with a Red Dot award for its new packaging identity.
The brand, which was founded in 1870, is now using a color scheme of red, white, black, and gold across its bottles and cans. This new visual system is being implemented across markets in Europe, Africa, and the Americas.
The players
Amstel
A historic international beer brand originally founded in Amsterdam that is currently undergoing a global visual rebranding.
Red Dot
An internationally recognized design award organization that honored the new Amstel packaging in the Global Packaging Identity Redesign category.
The details
The new aesthetic incorporates graphic elements like an Amstel River-inspired wave pattern and three coins. The typeface used for the brand name is inspired by the iconic signage found on bridges throughout Amsterdam.
Timeline
The Amstel brand was founded in 1870.
The new visual identity rollout began in 11 markets in October 2026.
All international territories are scheduled to complete the transition to the new identity by the end of 2027.
Culture Shift
Amstel's visual evolution mirrors a broader industry trend where heritage brands use modern graphic design to reclaim their geographic identity in a globalized market. The brand's recognition by the Red Dot award signifies a successful pivot toward design-led premium positioning.
Consumers in the 11 markets currently involved in the rollout will begin seeing the new bottles and cans on retail shelves immediately. Shoppers should expect to see these updated designs across all global locations as the transition continues through 2027.
The takeaway
The redesign demonstrates how legacy brands can effectively modernize their visual appeal while maintaining deep ties to their founding history. Look for these refreshed design elements on store shelves as the global rollout progresses over the next year.
What happens next
The transition to the new brand identity is scheduled to be completed across all international territories by the end of 2027.
Further reading
For more on the latest developments in the industry, visit the Beer section.
Source note: This article includes information reported by Design Week.
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Do you trust established brands more when they emphasize their long-standing history and heritage?
