wheat beer

Sep 3, 2021

How Alpine imagery is helping Heineken engage Asian consumers around wheat beer Edelweiss

The global director of international beers at Heineken on the launch of Edelweiss in Asia, and why Asian consumers are drawn to the fantasies evoked by mountain imagery.

Sep 2, 2021

Be still and feel the Alps

Heineken's first global campaign for the launch of wheat beer Edelweiss relies only on sight and sounds with no dialogue—or even beer.