At Amstel, Everyone's Welkom. Since 1870, when it was first brewed by two friends who wanted to share a better beer, Amstel has been the perfect refreshment for enjoying the good times together. The iconic red and white circle within the Amstel roundel represents billiard balls. The Amstel founders loved to play billiards together and the logo still represents their commitment and friendship today. Both Amstel and Amsterdam itself are named after the river Amstel, which flows through the city. The ice used to cool the cellar underneath the Amstel brewery was originally sourced from Amsterdam's frozen canals during winter