EDELWEISS: BRINGING THE FRESHNESS OF THE ALPS TO MALAYSIA

KUALA LUMPUR, 9th June 2021 – Heineken Malaysia Berhad (HEINEKEN Malaysia) has launched the latest addition to its portfolio of award-winning beers and ciders – the premium wheat beer Edelweiss. Born in the Alps and made with all-natural mountain ingredients, Edelweiss is now available across Peninsular Malaysia in bottles, cans and on draught.

Easy-to-drink with a refreshing finish and a subtle, fruity aftertaste, Edelweiss is a smooth wheat beer with a golden hue and a natural cloudiness. It is available fresh on draught in selected bars and restaurants, using the unique and innovative Edelweiss Blade draught machine. Stylish and beautifully-designed, the new Edelweiss Blade machine is a countertop draught dispenser which serves Edelweiss at a crisp Alpine temperature of 2°C.

Edelweiss is also available in 330ml bottles and new, ‘sleek’ 330ml cans. Taller and more slender than a traditional beer can, the Edelweiss sleek can’s fresh modern look reflects the Alpine spirit of one of Europe’s best-loved wheat beers.

Edelweiss’ brand position, Feel the Alps, is a further nod to Edelweiss’ authentic origins. The product aims to give beer drinkers a taste of the freedom, excitement and playfulness of life on the Alps - from the subtle fruit and floral notes, evoking feelings of walking through lush mountain valleys, to a smooth, cool finish like freshly-fallen snow.

Edelweiss offers a fresh, contemporary twist to a centuries-old wheat beer. Born in the snow-capped heights of Austrian Alps, near the city of Salzburg, Edelweiss’ traditional heritage can be traced back to the 17 th century. It remains one of Europe’s best-loved wheat beers, and has found countless fans throughout Asia among drinkers seeking an exciting new taste experience.

Pablo Chabot, Marketing Director at HEINEKEN Malaysia said: “Edelweiss has a distinctive golden cloudiness and delicious fruity aftertaste. But it is about more than just great taste. It has this crisp, cool bite that leaves the drinker feeling refreshed. We have crafted this wheat beer to capture the spirit of the snow-capped peaks of Europe, where Edelweiss was born. We also want to bring people a wheat beer with the freshness of the Alps in every sip, even while they are staying home.”

Edelweiss is now available for purchase across Peninsular Malaysia. At selected supermarkets and hypermarkets, pick up a 4-pack of 330ml cans for just RM32.50 (RSP), or a 24-pack for RM185.0 (RSP).

For more information about Edelweiss and its availability at participating outlets near you, visit its social media pages facebook.com/edelweissbeer.my and instagram.com/edelweissbeer.my/. To purchase Edelweiss online or to rent the Edelweiss Blade Draught Machine, check out Drinkies app (available on both iOS and android) or www.drinkies.my. Edelweiss is for non-Muslims aged 21 and above only.

And remember, if after drinking and you feel different, you will drive different. Do not drink and drive.

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