Amstel and Serviceplan Spain have commissioned contemporary Spanish artists and designers to create unique labels for the Valencian beer. A total of six million bottles with the specially designed artist labels were distributed throughout the region.
The campaign title, “Xè quin barri!” (“Wow, what a place!”) alludes to one of the most characteristic Valencia sayings which can express emotion, joy and surprise 19 artists based in Valencia created bespoke illustrations representing each of the 19 neighbourhoods of the city, each of them designing a label for the city they are linked to.
Valencia’s districts are the main feature on the Amstel Original bottles created especially for the “Amstel Xè quin barri” campaign, which encourages people to “drink their neighbourhood”. The Valencia-made beer bottles show 19 illustrations created by local artists on the labels, reflecting each distinctive area of the city. The creative agency for the campaign was Serviceplan Spain. The campaign name “Xè quin barri!” alludes to one of the most characteristic Valencian sayings, which can express emotion, joy and surprise.