Amstel Champions Identity with Purpose-Driven Relaunch

In a bold move for inclusivity, Amstel relaunched its campaign supporting the transgender community by funding and facilitating the legal name change process—completely free of charge and backed by the brand.

This impactful initiative took place during the 22nd LGBT+ Cultural Diversity Fair, a key event on São Paulo's official Pride calendar. By removing a major barrier to self-identification, Amstel turned brand purpose into tangible action, reinforcing its commitment to authenticity, diversity, and respect.

More than a campaign, it was a powerful message: everyone deserves to be called by their true name.