Feel the alps Alps with premium wheat beer Edelweiss by HEINEKEN Vietnam

Ho Chi Minh City, 2 June, 2022 – Today, HEINEKEN Vietnam officially launches Edelweiss, a premium wheat beer with distinctive flavours from the Alps. With this latest addition to the product portfolio, the company aims to delight Vietnamese consumers with a high-end product and an innovative drinking experience; and strengthen its leadership position in the premium beer segment.

A masterpiece from Europe's snowy mountains

Born in the Alps in 1646, Edelweiss is a proud legacy of European brewing tradition. One of the world's first wheat beers, Edelweiss is made from premium wheat ingredients, blended with some unique flavor of edelweiss flowers and natural herbs from the Alps. Together the ingredients create a smooth, pure, refreshing feel and a subtle, fruity aftertaste. Dubbed “Snow Beer” in the local market, Edelweiss at 4.9% ABV is expected to offer Vietnamese consumers a new drinking experience, awaking all the senses with a luxurious feel from the European Alpine mountains.

Launched in Vietnam through a series of unique experiences

First launched outside Europe in Korea in 2018, Edelweiss has instantly become a loved brand in this market. The beer has since won the hearts of beer lovers in Singapore, China, Malaysia, and Taiwan, among others. In Vietnam, after a well-received soft launch during the 2021 festive season, Edelweiss will officially hit the shelves across the country in the summer of 2022.

In a series of launch events in Ho Chi Minh City and Hanoi, Edelweiss will invite Vietnamese consumers to an immersive virtual ‘European Alps’, offering the unique experience of having a “Snow Beer”, while standing in a virtual snowy mountain – during the tropical summer.    

Ms. Anna Bizon – Marketing Director, HEINEKEN Vietnam shares: “We understand that long-term and enthusiastic fans of Heineken in Vietnam have always been yearning for new flavours and experiences. We are delighted to bring to you Edelweiss, or Snow Beer, a distinctive beer brewed from the purest and finest ingredients in the European Alps. This addition to our premium product portfolio is set to diversify our offerings and strengthen our leadership in the high-end product segment in Vietnam.”

Edelweiss is now available nationwide. In addition, consumers can also buy Edelweiss on all e-commerce channels in Vietnam.  

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For more information, please contact:

Ms. Nguyen Huong Mai
Head of Communications|
Heineken Vietnam Brewery Limited Company
Email: mai.nguyenhuong@heineken.com

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About HEINEKEN Vietnam

HEINEKEN Vietnam is a successful joint venture between HEINEKEKEN and SATRA (Saigon Trading Group). The company has a proud history of over 30 years - growing from the first brewery in Ho Chi Minh City in 1991 to 6 nationwide with over 3,000 employees today. 

We take Vietnamese people on our growth journey in the country. We are currently creating 152,000 jobs across the value chain, contributing an equivalence of 0.7% of Vietnam’s total GDP to the local economy and are among the country’s top taxpayers.

As a relentlessly innovative company, we combine international expertise with the local know-how and talent; and have been delighting Vietnamese consumers with a wide product portfolio for a variety of local tastes and drinking occasions, including Heineken®, Tiger, Larue, BIVINA, Bia Viet, Strongbow and Edelweiss. Many of our beers are innovations made exclusively for Vietnam and by Vietnamese brew masters.

Sustainability and responsibility are the way we do business at HEINEKEN Vietnam. From day one, we have been committed to “Brewing a Better Vietnam”, and for 6 consecutive years 2016 – 2021, we have been recognized by the Vietnam Chamber of Commerce and Industry (VCCI) as one of the top 3 most sustainable companies in the manufacturing sector. Currently 52% of the energy powering our breweries is renewable and 100% of our waste and by products are reused and/or recycled. We are also passionate about advocating responsible consumption and addressing drink driving in Vietnam, and in 2020 introduced Heineken® 0.0 to support the Government’s efforts in this area. 

To know more about us, please visit http://heineken-vietnam.com.vn/