Amstel wins day in Lite war
The Amstel Lite beer can will not be replaced, Brandhouse Beverages said yesterday. Amstel's South African owner Brandhouse won an appeal against an Advertising Standards Authority ruling that the Amstel Lite can and shrink wrap should be withdrawn as they were too similar to South African Breweries' Castle Lite.SAB had complained to the ASA that the silver and green on Amstel Lite cans was "almost identical to the ... combination in Castle Lite packaging".In February the ASA said Castle Lite had "exclusively" used its colours and the word "Lite" for more than 20 years, and that the use of similar elements by Amstel Lite did away with the uniqueness.Brandhouse appealed and the Advertising Industry Tribunal decided that the Castle Lite can was "distinctive enough for a reasonable consumer". But the tribunal did call for changes to Amstel's shrink wrap to avoid confusion. ..
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