Food

Edelweiss beer launches flagship outlet The Alps bar in Genting Highlands

The launch is part of the brand’s #FeelTheAlps campaign and will be followed by pop-up bars in major cities

Updated 2 years ago · Published on 27 Nov 2021 2:00PM

Edelweiss beer launches flagship outlet The Alps bar in Genting Highlands — A guest learning how to pour a perfect glass of Edelweiss via the Blade Machine at The Alps bar, Genting Highlands. – Pic courtesy of Edelweiss, November 27, 2021

by The Vibes Team

EDELWEISS has been available for purchase since May, however, because that was smack dab in the middle of the most recent lockdown, Heineken Malaysia Berhad (the parent company) has not been able to have an actual launch event.

There were ice-cold bottles of Edelweiss aplenty at this week’s launch event. – Pic courtesy of Edelweiss

So to coincide with the celebration of the premium wheat beer’s release in Malaysia, Edelweiss launched its flagship outlet, The Alps bar, in Genting Highlands. Quite fittingly, the weather during the event was cool and foggy, with a fair bit of rain – probably the closest one can get to the actual Alps in Malaysia.

Located at Sky Avenue Mall – right by where the Awana SkyWay gondolas let visitors to Genting off – The Alps bar launch was attended by the management team of Heineken Malaysia, managing director Roland Bala; marketing director Pablo Chabot; and sales director Vasily Baranov.

(From left) Tan Koon Lin, Thaddeus Huang, Datuk Edward Holloway, Roland Bala, David Lau, Vasily Baranov, Pablo Chabot. – Haikal Fernandez pic

Also, there were Thaddeus Huang and Tan Koon Lin, owners of The Alps bar as well as Datuk Edward Holloway, executive vice-president, Leisure and Hospitality of Genting Malaysia.

The design and layout of The Alps Bar, with an assist from the cool weather, bring to mind what one would assume is the ambience of a ski lodge in the mountains. – Pic courtesy of Edelweiss

The bar itself is a modern two-storey affair, with plenty of wooden furnishings and decorations like sky lifts that recall the mountain experience. When the fog dissipated later in the night, the second floor has a nice view of the Genting Resorts 'skyline’.

After the ribbon-cutting ceremony, guests were given a brief explainer on the characteristics that make Edelweiss stand out, namely the blend of mountain herbs in addition to the barley and wheat.

Guests were then given the chance to pour their own beers using the exclusive Blade Machine – to mixed results. Some things are better left to the professionals.

Edelweiss is an Austrian wheat beer that’s light and refreshing with a fruity aftertaste. – Haikal Fernandez pic

As a beer, Edelweiss has a fruity aftertaste but is not exactly fruit-forward. It definitely leans into being a fresh wheat beer and is more subtle than Kronenbeurg 1664, a French wheat beer that’s imported into Malaysia by Carlsberg.

A good thing about wheat beers is they don’t exactly fill you up, so Edelweiss is a nice alternative for those who want to try something different that is a pleasant drinking experience.

The #FeelTheAlps Edelweiss experience is not only available at The Alps bar in Genting Highlands, but will also expand to various pop-up bars in Penang, Johor, and the Klang Valley. Updates on the pop-up bars can be found on Edelweiss’s social media pages. – The Vibes, November 27, 2021