Amstel has introduced a new form of entertainment with the premiere of Friends of Amstel: The Challenge. The concept of the show centers around music and friendship, with contestants facing off in a series of challenges. Each episode features four friends competing against a celebrity and their team, with the winning group earning bragging rights and a Friends of Amstel travel experience.

Alicia Reddy, Amstel’s Senior Brand Manager, commented, “It’s exciting to see Friends of Amstel come to life as a TV show, bringing musicians and consumers together for friendly competition and music.” The first episode airs on Saturday, 17 August, on eTV at 18:00, with repeats on EReality on Sundays at 14:45. The 13-part series promises to highlight friendship and the fun that comes with playful challenges.

According to Reddy, the show and broader Friends of Amstel experiences aim to celebrate friendship and togetherness through shared moments of music and competition.

For more updates on the show, fans can follow #FriendsOfAmstelSA and @AmstelSA on social media.