Amstel is competing in Russia with a number of well loved local beer brands plus the growing european and foreign beers (like Heineken and Budweiser) who spend a lot of money and have a sense of premium discernment. Amstel’s Serious About Beer and Friendship creative platform aimed to deliver a premium European positioning but reflect the deeper more serious nature of Russian male friendship – all with a humorous and engaging tone of voice. Hold My Beer takes the everyday moment of male friendship – holding a friend’s beer – very seriously indeed. Two men are sharing a nice cold Amstel by the harbour. One hands his beer to his friend while he heads to the toilet. Searching for the bathroom the man finds himself mistakenly stepping onto a fishing boat bound for China. His friend dutifully waits holding his beer while days, nights, weeks, months and seasons pass. The towns people help feed, clothe and entertain him. Finally his friend returns – incredulous at this sacrifice. He is handed his beer and they cheers while the town celebrates around them. Amstel – serious about beer and friendship since 1870.