Amstel, the premium beer brand known for creating unforgettable experiences, premiered its groundbreaking new game show, Friends of Amstel: The
Challenge, at an exclusive, star-studded watch party this evening. Held in the heart of Johannesburg,
the event attracted an impressive lineup of guests and fans who eagerly gathered for a night of fun
and friendship.
Attendees were treated to a pre-screening of episode 1 of Friends of Amstel: The Challenge – the
first alcohol brand-owned long-form game show in SA. The show celebrates music while putting
friendship to the ultimate test for bragging rights and a five-star Friends of Amstel travel experience!
Each week, four friends go head-to-head with a celebrity and their crew in an electrifying clash of
wits, bonds, and beats.
“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,” said Alicia Reddy, Amstel Senior Brand Manager. “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 out tonight, Friends of Amstel: The Challenge promises to be a must-watch. It
launches this Saturday, 17 August, on eTV at 18:00, with a repeat on EReality on Sundays at 14:45.
Be sure to tune in to the 13-part season to witness the friendships and laughter unfold!
Lucky watch party attendees also secured tickets to the Johannesburg edition of Friends of Amstel,
set for Saturday, 9 November 2024.
“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”, concludes Reddy.
Follow the conversation on social media with the hashtag #FriendsOfAmstelSA and stay updated on
all the latest news and exclusive content. Cheers to new experiences and unforgettable moments!
Amstel launches first-in-SA branded game show – ‘Friends of Amstel: The Challenge’
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