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.

Subscribe to Just Drinks

Join over 80,000 beverage industry professionals by unlocking full access for just $1 (plus VAT if applicable)

Already a Member? LOGIN HERE

Just Drinks membership gives you:

  • Unlimited access to Just Drinks content including in-depth analysis, exclusive blogs, industry executive interviews and management briefings
  • Unbeatable market coverage from wine and beer, to soft drinks
  • Unrivalled apparel industry comment from Olly Wehring, Andy Morton and leading industry analysts
Want multi-user access? Explore our multi-user & corporate memberships

70% of the beverage companies in the Forbes Global 2000 use Just Drinks