edelweiss

Jun 9, 2022

Heineken takes KOLs on an Alpine adventure for global Edelweiss campaign

For a new global campaign, the premium beer brand aimed to leverage local content creators from its various markets. We speak to the global director of Heineken's international premium beer portfolio about how this was done.

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.