Food & Drink

Edelweiss Reaches New Altitudes in Genting Highlands

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With the launch of The Alps bar in Sky Avenue, Genting Highlands, Edelweiss brings a whole new experience to #FeelTheAlps.

As a premium wheat beer born in the Alps, Edelweiss embarks on a #FeelTheAlps journey to inspire fans in actively seeking out new discoveries and a fresh outlook in their lives and cities. Hopping on the bandwagon with influencers to share rediscovering their cities and a chance to score attractive prizes, fans can now take their adventuring to the Edelweiss flagship outlet.

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Great ambiance at The Alps bar, Genting Highlands | Image by Heineken Malaysia Berhad
edelweiss Heineken
Guests enjoying themselves at The Alps bar, Genting Highlands | Image by Heineken Malaysia Berhad

The newest addition to the illustrious entertainment complex, The Alps bar sports modernity and sophistication, decked out to depict the essence of the Alps. A highlight is the breath-taking view guests can experience from the first floor as they enjoy a cold Edelweiss to truly bring the #FeelTheAlps experience to new heights.

A guest learning about the Blade Machine at The Alps bar, Genting Highlands | Image by Heineken Malaysia Berhad

Members of the media and invited guests managed to gain an exclusive sneak peek into the world of Edelweiss at last month’s launch, helping to understand the brand better. Learning about the all-natural ingredients and the blend of fresh mountain herbs that make Edelweiss as distinctive as it is, guests were able to partake in event special tapping directly from the Blade Machine to taste the fresh finish and subtle, fruity aftertaste for a true immersive experience.

The Edelweiss Blade Machine | Image by Heineken Malaysia Berhad

Delectable Austrian-inspired dishes served to accompany the ice-cold beers, as well as exciting claw machine games to score exclusive prizes such as free stays in Genting Highlands, F&B vouchers, and various other Edelweiss experiences and merchandise.

Edelweiss wants to inspire its fans to explore new adventures and experiences, and our aim is to provide different drinking experiences to our drinkers. As such, with the opening of our flagship outlet, The Alps, our fans’ experiences will reach greater altitudes with every sip of Edelweiss, especially when they get to pour themselves a cold one from the Blade Machine. For fans in other major cities of Malaysia, Edelweiss pop-up bars will be activated at outlets near them too,” said Pablo Chabot, Marketing Director of HEINEKEN Malaysia.

(Left to Right) Tan Koon Lin, Thaddeus Huang, Dato’ Edward Holloway, Roland Bala, David Lau, Vasily Baranov, Pablo Chabot | Image by Heineken Malaysia Berhad

The Alps bar launch was also officiated by the team of Heineken Malaysia Berhad – Roland Bala, Managing Director, Pablo Chabot, Marketing Director, and Vasily Baranov, Sales Director. With them were Thaddeus Huang and Tan Koon Lin, owners of The Alps bar as well as Dato’ Edward Holloway, Executive Vice President, Leisure and Hospitality of Genting Malaysia.

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(Left to Right) Roland Bala [Managing Director of HEINEKEN Malaysia], Pablo Chabot [Marketing Director of HEINEKEN Malaysia], Vasily Baranov [Sales Director of HEINEKEN Malaysia]

Join in the #FeelTheAlps experience not just at The Alps bar in Genting Highlands, but also at various pop-up bars in Penang, Johor, and Klang Valley regions. Updates on the pop-up bars can be found on Edelweiss’ Facebook and Instagram pages.

Fans can score exclusive Edelweiss merchandise upon purchase of Edelweiss products. Visit the social media pages at and to stay updated, or even check out for more information about the ongoing promotions.

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