HCMC – HEINEKEN Vietnam formally launched its wheat beer Edelweiss at a function in HCMC on June 2, enriching its premium beer portfolio having tested the market segment since late last year.
Using the imaginery of the Alps for its premium product, the company expected the Edelweiss would give consumers a new, outstanding taste. The wheat beer is brewed with mountain herbs including sage, coriander and elderflower, and is priced a little higher than its long-established Heineken line.
The new beer, widely distributed via supermarkets, F&B outlets and e-commerce sites, is currently imported, but an executive said the company plans to produce this premium beer in the future.
The new product further consolidates HEINEKEN Vietnam’s leading position when it comes to high-grade brewery items in the country.
First born in the Alps in 1646, Edelweiss is said to have inherited centuries-old beer-crafting traditions in Europe, the company said at the function held at the ROS Yacht Club Dining & River Lounge on Ton Duc Thang Street in the city’s District 1.
Following its initial successful launch in South Korea as the first test market outside Europe in 2018, Heineken is now expanding Edelweiss to eight other markets, with five of these in Asia: China, Singapore, Malaysia, Taiwan, and Vietnam.
The company pins high hopes on the local market’s positive response to the new product. It is reported that the global company’s wheat beer category has been growing at a 27% compound annual growth across Asia.