In a bid to capture Malaysia’s evolving beer tastes, Heineken Malaysia has introduced a new variant to its lineup: Edelweiss Peach – a wheat beer infused with hints of peach.
Available now in 320ml cans across selected outlets in Peninsular Malaysia, Edelweiss Peach marks an effort by Heineken Malaysia to expand its reach with a lighter, fruit-forward offering focused on casual drinking occasions.
A check by Asia Brewers Network on Untappd shows Edelweiss Peach has been available for over a year in Taiwan, Japan and South Korea, while the beer brand’s global site only provides basic product information.
The launch arrives amid a broader trend in Southeast Asia where brewers are experimenting with flavors that deviate from conventional lager profiles, especially as consumer interest grows around novelty and variety in beer, with launches like Tiger’s soju-flavoured lager.
Willemijn Sneep, Marketing Director of Heineken Malaysia, described the move as part of the brand’s strategy to bring “enjoyable, lighter experiences” into the market, citing positive feedback from early product trials.
“We are excited to introduce Edelweiss Peach to the Malaysian market, a vibrant new variant that has already received positive feedback from consumers,” shared Mr Sneep.
“Our ‘Feel the Peach’ campaign embodies the spirit of this innovation, and we can’t wait to see how our consumers embrace Edelweiss Peach in their everyday moments.”
Heineken’s ‘Feel the Peach’ campaign is an extension of the existing Edelweiss ‘Feel the Alps’ positioning, which has emphasises the beer’s origins in Austria’s mountainous Salzburg province.
The new campaign will feature promotional booths and sampling throughout October in off-trade locations around Malaysia, targeting at-home consumption.
