Signature Brands has signed an exclusive UK distribution agreement for leading Austrian wheat beer Edelweiss with its brewer, Brau Union and brand owner, Heineken
The beer is produced in Zipf, Austria; it's 'refreshingly fruity and aromatic in flavour with noticeable banana undertones'.
'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,' said Nic Ponticakis, head of Signature Brands. '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.
'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.'
Signature Brands will be initially distributing Edelweiss in 20x500ml bottles but plans to expand to draught next year.
Prices start from £32.99/20x500ml. For trade info, contact firstname.lastname@example.org