Amstel Bright launches island-inspired six-pack
Amstel Bright proudly introduces its new six-pack holders, designed exclusively for Sint Maarten and inspired by the island’s culture, landmarks, and spirit. The design celebrates local pride through iconic imagery, bold Caribbean colours, and a fresh creative perspective.
Born in Curaçao and loved across the Caribbean, Amstel Bright is renowned for its fresh, easy-drinking taste. Now, beer enthusiasts can get their hands on a design that captures the heart of the island, bringing St. Maarten’s culture and landmarks to the packaging of their favourite beer.
Zoila Sanchez Contreras, Heineken Brand Marketing Executive, shares her enthusiasm for the launch: “We’re proud to present the new design that reflects the beer’s Caribbean soul and heritage.”
The six-pack holders were designed by Pip van Gelder, who approached the artwork with the intention of challenging traditional beer advertising norms while honouring St. Maarten’s identity.
“I designed a woman holding a beer because most beer advertising predominantly shows men, and I wanted to challenge that stereotype,” explains van Gelder. “She wears a headband as an expression of cultural heritage and pride.”
The woman is intentionally depicted facing away from the viewer, positioned to “greet” the iconic incoming plane at Maho Beach, one of island’s most recognizable sights. The aircraft faces right so the visual flow of the design draws the eye toward the centre, where the Amstel Bright bottle is the focal point.
To further reflect the island’s unique character, van Gelder incorporated additional local elements. The vibrant flamboyant flower from St. Maarten’s national tree adds a burst of colour and symbolism, while the Brown Pelican, the island’s national bird, is featured on the carrier portion of the packaging.
Wrapped in Amstel Bright’s signature aqua blue and bright yellow, the design captures the essence of the Caribbean while remaining unmistakably Bright.
The new six-pack holders are now available in supermarkets and mini-markets across Sint Maarten/ Saint Martin.
