The Dutch love cycling! Cycling is more than a hobby in Holland, it’s a way of life. The Dutch have among the world-highest no. of bikes per capita. And many of Holland’s race cycling amateurs dream of riding in the Tour de France but few can ever compete!

This insight sparked our idea. Amstel’s audience is the ‘ordinary man’; down-to-earth, he doesn’t aspire world-fame, like spending time with family and friends, sharing a beer or two and creating lasting memories. Just what Amstel does best! We set our strategy to create a unique experience; one that brought together amateur cyclists, beer (Amstel Radler naturally) and gave our audience the chance to compete in the race of a lifetime.

How? By setting-up our own cycle tour, from Amstel pub to Amstel pub! The ‘Tour de Hollande’, a low barrier, accessible event every beer and bike lover could join, whatever their level!

The Tour de Hollande site was our platform connecting enthusiasts, showing the route and stages (directed via display bannering through programmatic & cycling websites). PR, national and local event listings in newspapers featured the Tour de Hollande alongside coverage of the Tour de France.

We pushed great content (video and pictures) via social media to recruit and engage more participant and fire-up conversations. Racers and spectators were encouraged to circulate their memorable race moments. Everyone could react, respond, engage and cycle along in our tour or virtually from the comfort of their couch. And discuss the event afterwards in an Amstel pub.

In week 27 the Tour de Hollande kicked-off with an online video spread through social. In week 28 and 29 a looking-back video was spread and in week 30 the after movie. During the tour all daily stages where locally promoted true several digital media channels.

Tour de Hollande became a tour de force that firmly positioned Amstel Radler as THE most refreshing beer after physical exertion. It quickly became ‘the people’s race’, achieving 67.4 million impressions through a diversity of digital messages, 4 million video views and 32.8 thousand web visits to the Tour de Hollande website.

During all stages, fans rushed to cycle side by side, while supporters gathered at Amstel pubs to cheer them home – and enjoy a Radler refresher or two! Over 200 cyclists rode in the final stages of the Tour de Hollande. Our hugely successful competition strengthened Amstel’s connection with cycling and drove more consumers to Amstel pubs to experience the Amstel Radler brand.

Together with other Amstel Radler activity, the first position within the Radler category was secured and protected. Amstel Radlers volume in the Dutch market grew 12% (source: Nielsen). Amstel Radler is STILL Holland’s first choice!