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Edelweiss Launches First-Ever Flagship Outlet In Genting Highlands

Edelweiss Launches First-Ever Flagship Outlet In Genting Highlands

Fernando Fong

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Edelweiss, the premium wheat beer born in the Alps, has its flagship outlet, The Alps Bar, in Genting Highlands.

The move is part of Heineken Malaysia’s ongoing commitment to inspire fans to actively seek new discoveries and fresh adventures through its #FeelTheAps theme.

The ambience at the Alps Bar in Genting Highlands. (Credit: Heineken Malaysia)

Located at Sky Avenue Mall, The Alps Bar was launched with great fanfare on Wednesday (November 2).

The event was officiated by Heineken Malaysia’s Managing Director Roland Bala, Marketing Director Pablo Chabot and Sales Director Vasily Baranov.

Pablo said Edelweiss wants to inspire its fans to explore new adventures and experiences, and the aim is to provide different drinking experiences to 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.

Heineken Malaysia Berhad Managing Director Roland Bala
From left: Tan Koon Lin, Thaddeus Huang, Datuk Edward Holloway, Roland Bala, David Lau, Vasily Baranov, and Pablo Chabot. (Credit: Heineken Malaysia)

Also present were Genting Malaysia Executive Vice President, Leisure and Hospitality, Datuk Edward Holloway.

During the launch, guests had the opportunity to tap their own Edelweiss from the exclusive Blade Machine.

The all-natural ingredients and the blend of fresh mountain herbs make Edelweiss as distinctive as it is.

Tasting the fresh finish and subtle, fruity aftertaste, it was certainly an immersive experience.

The Edelweiss Blade Machine. (Credit: Heineken Malaysia)

Guests were also served delectable Austrian dishes to accompany their ice-cold refreshing Edelweiss.

And to top it off, guests got to evoke their playful side with the exciting claw machine game to score exclusive prizes such as free stays in Genting Highlands, food and beverage vouchers, an at-home Blade Machine experience, and various other Edelweiss merchandise.

Heineken Malaysia Managing Director Roland Bala speaking at the launch. (Credit: Heineken Malaysia)

Fans can also score exclusive Edelweiss merchandise when they purchase Edelweiss products.

They can visit the social media pages at and to stay updated, or even check out for more information about the ongoing promotions.

About Heineken Malaysia

With a formidable brewing heritage, Heineken Malaysia is home to many global beer brands like Heineken, Heineken® 0.0, Tiger Beer, Tiger Crystal, Guinness, Strongbow Apple Ciders, Apple Fox Cider, Anchor Smooth, Kilkenny, Anglia, Paulaner and Kirin Ichiban.

Heineken Malaysia also produces wholesome, premium quality non-alcoholic Malta.

The Company continues to lead the responsible drinking agenda through its Drink Sensibly campaign.

The corporate social responsibility arm of HEINEKEN Malaysia, SPARK Foundation was established in 2007 to grow with local communities in the areas of environmental conservation and education for a better tomorrow. Be the SPARK for change and visit for more information.

Listed on the Main Market of Bursa Malaysia, HEINEKEN Malaysia’s principal shareholder is GAPL Pte Ltd based in Singapore. GAPL Pte Ltd is 100% owned by Heineken N.V.

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