New Edelweiss Peach launch adds fun to everyday moments

Heineken Malaysia Berhad has launched its latest creation, Edelweiss Peach, across Peninsular Malaysia, offering a fresh twist on wheat beer with delicate hints of sweet peach. Now available in convenient 320ml cans, this beverage is crafted from premium golden wheat and infused with the gentle sweetness of peaches, creating a unique and refreshing taste for consumers. Heineken’s newest addition aims to brighten everyday moments, delivering a crisp fruity finish in every sip.

Marketing Director Willemijn Sneep expressed excitement about the new variant’s reception, saying, “We are excited to introduce Edelweiss Peach to the Malaysian market, a vibrant new variant that has already received positive feedback from consumers. With this launch, we are proud to offer a flavour experience that taps into the lighter, more enjoyable side of life.” He added that the accompanying “Feel the Peach” campaign mirrors the spirit of this innovation, celebrating the lighter side of life and inviting consumers to enjoy a fresh, fruity addition to their day-to-day routines.

“Feel the Peach” Campaign Kicks Off

The “Feel the Peach” campaign marks a playful spin-off from Edelweiss’ previous “Feel the Alps” initiative, inviting consumers to indulge in life’s simple joys. October will see Edelweiss Peach booths in select hypermarkets and supermarkets, where visitors can sample the drink and experience the brand’s essence. Consumers can expect engaging interactions that capture the sweet essence of peaches while highlighting the smooth, refreshing qualities that have become synonymous with Edelweiss.

To celebrate Edelweiss Peach’s launch, various retail outlets across Peninsular Malaysia, including AEON, are offering exclusive promotions and limited-edition merchandise. Shoppers can find backpacks, tote bags, and complimentary cans of Edelweiss Peach with selected purchases, available while supplies last. For those looking to buy Edelweiss Peach online, it is also accessible via Drinkies and other digital platforms, with all promotions strictly targeted at non-Muslim consumers aged 21 and above.

For more details on the “Feel the Peach” campaign and updates, consumers are encouraged to follow Edelweiss on Instagram.