Signature Brands introduces Edelweiss to the UK market


Drinks brand agency Signature Brands is bringing Edelweiss Weissbier to the UK market after securing a distribution partnership with its Austrian-based brewer Brau Union and brand owner Heineken.

Edelweiss, a traditional Austrian ‘weissbier’, is brewed and bottled at 5.3% ABV in Zipf , Austria, to a recipe dating back to 1646.

Described as refreshingly fruity and aromatic in flavour, with noticeable banana undertones, Edelweiss is created using some of the purest water, wheat malt, barley malt, hops and top fermented yeast.

Signature Brands is launching Edelweiss in bid to “capture a piece of the world beer market” while also “offering the consumer a point of difference and something new from the under saturated UK wheat beer category”.

Nic Ponticakis, head of Signature Brands, said: “Signature Brands is delighted to be bringing Edelweiss to market in the UK.

“Edelweiss is a beer with great provenance and authenticity, right down to the purity of water it is brewed with.

“As a brands agency, we are always looking for unique ways we can evolve our portfolio to ensure we continue to tap into key consumer trends, and having premium, authentic brands like Edelweiss are key to this.

“Edelweiss has typical wheat beer characteristics in that it is aromatic, flavourful and light, lending itself perfectly for food pairing.

“As such, we will begin by focusing our outreach efforts on food-led outlets and of course, Bierkellers, before expanding to broader craft houses and eventually the off-trade.

“The UK wheat beer market is still relatively unsaturated so we are really looking forward to bringing something new and exciting to the authenticity-seeking consumer.”

Signature Brands is currently importing Edelweiss Weizenbier in 20 x 50cl bottles, with plans to expand to draught next year. The brand comes with a range of POS material, including posters, tent cards, glassware, trays and beer mats.

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