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Amstel Lager – The official beer of the SAMAs 2014

2014-04-08 10:54
Cape Town - Amstel Lager is inviting fans to take their time with the best of SA music at the 20th Annual South African Music Awards.

Following their successful partnership last year with the prestigious awards, Amstel will once again be honouring the legends and bringing timeless moments to music fans across South Africa.

Amstel is proud to partner with the South African Music Awards once again. It’s an ideal partnership because like Amstel, they celebrate great craftsmanship and truly appreciate the time and effort that goes into making great South African music. With all the activities planned before, during and after the biggest music event of the year, it will be taken to a whole new level.

As part of the partnership, Amstel sponsors the SAMA Lifetime Achievement Award, which in 2014 takes on a special significance as the SAMA’s celebrates 20 years of recognizing South African musical legends. It is the ultimate reward that recognises the contributions of a special few over their whole career.

Since the Amstel Green room was so immensely popular in 2013, Amstel has decided to bring it back again. Once again the exclusive backstage lounge will feature emotionally charged interviews with the SAMA 2014 winners just as they walk off stage with their SAMA in hand. The interviews will be live-streamed at the event, giving guests the chance to get up close and personal with the winners, like never before.    


The SAMAs would not be complete without the official Amstel VIP After Party. The most sought after ticket of the weekend sees all the SAMA winners, celebs and invited guests partying in true South African style. Amstel’s Official After Party is the ultimate celebration of the best in South African music with performances from current and previous winners.

This year Amstel is also giving fans a chance to experience the best that South African music has to offer in person. By playing the “Get Me to the SAMAs” music quiz on the Amstel Lager Facebook Page or, 3 lucky fans and their partners stand a chance to win an incredible VIP experience to enjoy the SAMAs in ultimate style. The prize includes flights to and from Sun City; VIP tickets to the ceremony, as well as the official Amstel VIP After Party; and 5 star accommodation in one of South Africa’s most luxurious and iconic hotels; The Palace.

“SAMA 2014 is the perfect way for Amstel to show how much we believe in SA music and is an ideal platform to bring our ongoing brand campaign to life,” says Diederik Vos, Marketing Manager. “Nothing says ‘things get better when you take your time’ more than a musician who has spent so much time and passion perfecting their craft therefore we couldn’t be prouder to celebrate those South African artists who have done just that.”

For all the latest news on Amstel’s support of the best in SA music and the SAMAs, like the Facebook page and follow Amstel on Twitter (@AmstelSA).
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