SOMETHING was brewing at Heineken Malaysia Bhd, but nobody knew #whatthefox was going on until the launch event.
The brewer had kept mum about its latest product, save for a hint through its #whatthefox tagline that suggested the bushy-tailed animal had something to do with it.
A grand celebration party was then held for the big reveal of the brand new Apple Fox Cider.
Heineken Malaysia Bhd managing director Hans Essaadi said they had been working on the launch of the beverage for the past few months.
“We took inspiration from cider makers in New Zealand who have successfully brewed good ciders for decades.
“Apple Fox Cider is locally produced to our best abilities, and it is crisp, refreshing and well-suited to local tastes,” shared Essaadi.
The cider brand also banks on the idea of how stealthy foxes sneak into orchards in search of delicious and juicy apples.
Crafting of the beverage starts with freshly picked apples sourced from orchards all over the world which are milled and pressed to release the natural apple juice.
Later, the fermentation, blending and filtration processes are carried out.
“Globally, a growing number of consumers are discovering the appeal of cider, and we strive to present the best ciders to fulfil this demand.
“Apple Fox complements our cider portfolio, offering the best secrets of cider-making at an attractive price for everyone to enjoy,” said marketing manager Loh Ee Lin.
Apple Fox Cider contains 4.5% ABV (alcohol by volume) and is available in 320ml cans and 325ml bottles from hypermarkets, supermarkets and convenience stores, as well as bars, pubs and restaurants.
An introductory price from RM5.80 per can will be offered for a limited time to celebrate the launch of Apple Fox Cider in Malaysia.
The beverage is currently available only in Malaysia.
For details, check out www.facebook.com/applefoxmy, Instagram @AppleFox_MY or www.applefox.com
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