Amstel Launches Groundbreaking Game Show ‘Friends of Amstel: The Challenge

Amstel, the premium beer brand renowned for creating unforgettable experiences, has officially launched its groundbreaking new game show, Friends of Amstel: The Challenge. The premiere took place at an exclusive watch party in Johannesburg, attracting a star-studded lineup of guests and fans eager to celebrate friendship and fun.

The event featured a pre-screening of the first episode of Friends of Amstel: The Challenge, marking it as the first long-form game show owned by an alcohol brand in South Africa. The show combines music and friendly competition, putting friendships to the ultimate test as participants vie for bragging rights and a luxurious Friends of Amstel travel experience. Each week, four friends will compete against a celebrity and their crew in an electrifying clash of wits, bonds, and beats.

Alicia Reddy, Amstel Senior Brand Manager, expressed her excitement about the new venture, stating, “There’s nothing quite like seeing our Friends of Amstel platform come to life as a brand-owned TV show, bringing well-known musicians and consumers together over some friendly competition, great music, and, of course, Amstel. We’re thrilled to bring this unique experience to our consumers and can’t wait for everyone to get hooked on the show.”

For those who missed the launch event, Friends of Amstel: The Challenge is set to premiere on Saturday, August 17, on eTV at 18:00, with a repeat airing on EReality on Sundays at 14:45. Viewers can look forward to a 13-part season that promises to showcase the joy of friendship and the excitement of competition.

Attendees of the watch party were also rewarded with tickets to the Johannesburg edition of Friends of Amstel, scheduled for November 9, 2024.

Reddy concluded, “Both Friends of Amstel: The Challenge and our broader Friends of Amstel experiences are all about celebrating friendship and Amstel’s vibe of togetherness. By bringing people together through music, playful competition, and shared good times, we aim to create lasting memories that leave everyone uplifted. It’s the energy, the laughs, and the connections that make these moments unforgettable, and that’s what Amstel is all about.”

Fans and viewers are encouraged to join the conversation on social media using the hashtag #FriendsOfAmstelSA to stay updated on the latest news and exclusive content. Cheers to new experiences and unforgettable moments!