Beer brand looks to Iris as it develops a series of experiential marketing activities for Summer festival.

The beer brand will host events including picnics and a reading corner as part of the 'Amstel Fringe', which will run day and night for the duration of the four day festival in Herefordshire.
Iris has linked up with Mike Keat from the Cuban Brothers who will host events under the persona of an eccentric Dutch character that the agency has created for the campaign.
And the agency is handling communications before the event and afterwards with activity on social networking sites including Facebook, Twitter and YouTube.
This is the fifth year the beer brand has had a presence at the The Big Chill. Nico Tuppen, joining managing director of iris's experiential operation, said Amstel fits with the festival because the brand “is all about being easygoing and socialising with friends”. 
“This year, we are aiming to build on the success of previous years with something new – a quirky, and sociable programme of events that complements the existing Big Chill programme, aimed at getting people talking and having fun,” Tuppen said.Iris was appointed to create the activity following a competitive pitch.