Heineken has launched its first television advert for its Dutch brand Amstel; the ad will premier tonight during the England v Slovakia game.

The activity follows the relaunch of Amstel into the off-trade earlier this year, and it reflects the significant investment focus on the brand by Heineken.

Heineken announced in March it would roll out Amstel into the off-trade with a premium new look and the first bottles and cans arrived in stores in May this year. The relaunch continues Heineken’s vision of tapping into the growing premium lager sector, and it follows the 25% volume growth for the brand in the on-trade.

The new advert tells the story of Jaap, the owner of Amsterdam’s smallest bar, and his dedication to turning it into Amsterdam’s biggest. Despite his bar only seating six people, Jaap spends his time collecting chairs. He has 400 chairs crammed into his home and just once every few years, when the canals freeze over, his tiny bar sprawls out onto the ice and becomes Amsterdam’s biggest bar.

David Lette, UK brand director at Heineken said: “In March 2016, Amstel was successfully launched into the off -trade at scale with significant investment. This will now be bolstered by substantial investment in this new TV ad.  It was filmed in Amsterdam and will drive further awareness of the brand’s continental origins and showcase what we stand for, which is bringing people together for quality moments.  We are looking forward to maximising our partnerships in the off-trade to make the most of the increased consumer excitement around the engaging new TV ad.”