Edelweiss, premium white beer from the Austrian Alps,Bucharest, 18 May 2009
Bucharest, the 18th of May 2009 – Heineken Romania launches a special international brand on the Romanian beer market: Edelweiss, a premium white beer from the Austrian Alps.
The Edelweiss beer was born in the „Hofbräu Kaltenhausen“ brewery, not far from Salzburg, which lies in the middle of the Austrian Alps and is to be imported from now on to Romania. Brewed according to a traditional Austrian recipe, Edelweiss is a high quality white beer, named after a rare mountain flower that is symbol of purity. Edelweiss is an unfiltered beer, having 5.5% alcohol content and is produced from wheat and barley malt by a fermentation process that takes place at high temperatures over 20°C. Being produced with a special yeast Edelweiss offers its consumers a slightly fruity taste.
As for other unfiltered beers, the ritual of serving Edelweiss has to be attentively observed:
1) The beer must be dispensed in a special Edelweiss glass (high, narrow at the base and boarder to the top), because of the higher CO2 contents.
2) When the bottle is almost empty, it should be slightly shaken in order to stir up the remaining yeast after which the beer should be poured with a thick foam collar.
3) In due course the Edelweiss glasses should be clinked at the bottom in order to stir up the yeast.
„The decision of launching the Edelweiss brand came as a result of the known preference of the Romanian consumers towards international premium brands. Edelweiss comes to complete the portfolio of Heineken Romania tagging also the launching of a new category, the one of „white” beers, states Marius Meleşteu, Commercial Director of Heineken Romania.
Over the time, Edelweiss gained the appreciation of its consumers; currently it is produced or imported in over 15 countries, Romania included. Starting with this month, Edelweiss can be bought is customized bottles of 0.33 L, with twist-off crown, both in Retail and in Horeca.
Heineken Romania is one of the most important beer brewers of Romania, operating five breweries located in Craiova, Constanţa, Haţeg, Miercurea Ciuc and Targu Mureş.
The company offers the most diversified brand portfolio: Heineken, Edelweiss, Zipfer, Gösser, Schlossgold, Siva, Ciuc Premium, Golden Brau, Neumarkt, Bucegi, Gambrinus, Harghita and Hategana.
Contact person: Claudia Agafiţei, claudia.agafitei@ogilvy.com, 021.20.10.125
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