This work identifies the opinion of Heineken, distributor Coca Cola Andina and trade (self-service channel retailers) employees about Amstel s commercial performance and the perception and attitude of consumers about this beer. For that, in-depth interviews were conducted with four Heineken, three Coca Cola Andina and ten trade employees. With the consumers, a qualitative survey was done with ten people and also a quantitative survey using Survey Monkey with 94 consumers. This made it possible to verify that the company s opinions are aligned with markets opinion of Amstel, which justifies its success since its launch in Rio de Janeiro.