Amstel Brewery is a Dutch brewery founded in 1870 on the Mauritskade in Amsterdam. It was taken over by Heineken International in 1968, and the brewing plant closed down in 1982, with production moving to the main Heineken plant at Zoeterwoude. the main Heineken plant at Zoeterwoude.
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There are currently 316 off-trade outlets in the country, approximately all of which contain a variety of our products. 90% of these outlets are branded by GIC brands (Amstel & Heineken),- and this number continues to grow.
Our product range is distributed to roughly 280 on-trade outlets, those of which include: bars, hotels and restaurants. We also provide support through branding for atmosphere enhancement, as well as deals and promotion in the outlets to activate a certain product or campaign.
GIC currently distributes its products to 10 duty-free outlets, embassies being one of them. The products are offered at a special tax-free price, given that these locations are tax-exempt entities.
GIC currently exports a wide range of products to Iraq, Palestine and Syria. Some of these products differ from the ones offered in Jordan and are catered especially for these export markets.
In 2021, GIC entered the world of e-commerce with the launch of the delivery app “Sip Drinks Delivery”. Provides all the wants and needs that a regular liquor store has to offer, Sip is both an alcoholic and non-alcoholic beverage app that delivers the products right consumers’ doorsteps. The app also provides clients with additional benefits such as a loyalty program, great deals and bundles, with no additional costs to what is listed on the application.
