Dutch beer brand Amstel is stepping-up its sponsorship of the Big Chill music festival this year with the creation of an Amstel branded “fringe” programme of events.
The programme will be hosted from an “Amstel Bar” by comedy DJs The Cuban Brothers’ Mike Keat, who will play an “eccentric Dutch character” created especially for the sponsorship of the festival.
The activity has been developed by Iris, which won the Heineken-owned beer brand’s Big Chill sponsorship account following a recent pitch.
The agency will also coordinate a social networking-based viral campaign ahead of the event for Amstel, and is in negotiations to host an Amstel launch and reunion party at the Big Chill House in London.
This year marks the brand’s fifth sponsorship of the Big Chill Festival, which takes place in Herefordshire in August.