Amstel has redesigned its packaging and logo around its 1870 Amsterdam origins, adding bespoke typography inspired by historic canal bridge signage and a refined golden circle. The red, white, black, and gold system also features a wave pattern, a horizontal split evoking the Amstel River, and three coins representing the founders, city, and waterway. Already a Red Dot winner, the identity is rolling out across 11 markets, with all remaining territories due to transition by the end of 2027.