Heineken is aiming to drive value growth in the beer and cider category by refreshing its Amstel brand.

Available from May, Amstel will have a new look and pack formats for convenience retailers.

The packs include a 650ml bottle and a 500ml £5.49 price-marked pack, as well as 4x440ml, 10x440ml 6x300ml, 15x300ml and 20x300ml packs.

The move comes as more consumers switch from purchasing classic lager for traditional craft ale and world cider brands.

Amstell is already drunk by six million consumers in the on-trade and is only stocked in premium bars that suit its target audience.

Craig Clarkson, off-trade category and trade marketing director for Heineken, said to drive value growth convenience stores should be wary of competing with supermarkets on “their terms” with large multipack deals and ensure they play to their strengths and match the shopper missions in their stores with small, chilled packs.

“People are drinking less and less people are drinking. In that environment the only thing you can do is premiumise and bring products to the market people want to pay more for,” he added.

The news comes as Heineken announces that it has added £49m to the convenience channel’s beer and cider category.

The scheme provides retailers with advice on range, merchandising and space to improve their fixtures.