Heineken is to launch a new blonde beer in France.
The brewer is confident that Edelweiss, will help it claw market share away from Kronenbourg and Carlsberg, according to a report in Le Monde.
The slogan of the new product will be 'From the Alps'. Edelweiss is a white mountain flower somewhat synonymous with the mountain range, thanks in part to the classic 1965 musical, The Sound of Music. It is often used as a symbol for Austria.
Heineken intends the marketing of Edelweiss to be more location-specific than some of the other drinks in its portfolio. It also represents a response the ongoing global popularity of craft beers.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
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