Edelweiss, a premium wheat beer from the Austrian Alps, has introduced a new limited-edition variant in Peninsular Malaysia called Lemon Honey. This 320ml can combines the brewery’s signature wheat beer smoothness with zesty lemon and subtle honey notes, creating a balanced taste that is perfect for casual evenings with good company. The introduction of this new flavor is part of Edelweiss’ strategy to explore new flavors inspired by nature, as stated by Sean O’Donnell, Marketing Director at Heineken Malaysia.
The timing of the launch is deliberate, as lemon and honey are familiar flavors in Malaysian kitchens and cafes, often found in popular drinks. Edelweiss is translating this affinity into a wheat beer format, catering to local palates that are already attuned to the combination. To mark the launch, Heineken Malaysia is running a promotion until the end of December, where customers who purchase any Edelweiss product can win an all-expenses-paid trip for two to Club Med Phuket or Touch ‘n Go eWallet credits worth RM30.
The limited-edition flavor is available at major supermarkets, hypermarkets, and convenience stores across Peninsular Malaysia, as well as through Heineken Malaysia’s official Shopee and Lazada stores. Edelweiss sits within Heineken Malaysia’s stable of international brands, which includes Heineken lager, Tiger Beer, and Guinness stout. The wheat beer category remains relatively niche in Malaysia, but Edelweiss has carved out a loyal following among drinkers who appreciate its naturally cloudy appearance and softer, less bitter profile.
The Edelweiss portfolio has been gradually expanding its flavor range, with the Lemon Honey variant joining existing options. This strategy appears to be aimed at appealing to drinkers looking for something less conventional than a straight lager. For those curious about trying it, the window is limited, as the Lemon Honey variant is a peninsula-exclusive release with no specified end date beyond its “limited-edition” label. Edelweiss products are strictly for non-Muslims aged 21 and above, and the brand advocates responsible consumption and urges consumers not to drink and drive.