Last week, Heineken launched Edelweiss, a 4.9% wheat beer, to nine global markets that includes six Asian countries. Prior to the release, Just Drinks sat down with the global director of Heineken’s premium beer brands portfolio, Marcelo Moller, to discuss what differentiates the Alpine-themed beer from its competitors, why a ‘cookie-cutter’ portfolio doesn’t work for the global premium category and what motivated the brewer to launch a European-style product in East Asia.

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