A whole new altitude in Genting Highlands

(From left) Tan, Huang, Holloway, Roland, David Lau, Baranov and Chabot at the launch of The Alps bar in Sky Avenue Mall, Genting Highlands.

EDELWEISS, the premium wheat beer brand born in the Alps, has embarked on its #FeelTheAlps journey to inspire fans to actively seek new discoveries and a fresh outlook in their lives and cities.

As the brand’s influencers share how they rediscover their cities through new adventures, fans too are hopping on the bandwagon for a chance to score prizes.

While the hashtag #FeelTheAlps is gaining traction on social media, the brand continues to bring refreshing experiences into the city with the launch of the Edelweiss flagship outlet, The Alps bar, in Genting Highlands.

Located in Sky Avenue Mall, The Alps bar was launched in the presence of the management team of Heineken Malaysia Bhd — managing director Roland Bala, marketing director Pablo Chabot and sales director Vasily Baranov.

With them were Thaddeus Huang and Tan Koon Lin, owners of The Alps bar, as well as Genting Malaysia executive vice-president (leisure and hospitality) Datuk Edward Holloway.

Members of the media and guests got an exclusive sneak peek into the world of Edelweiss at The Alps bar.

The modern and sophisticated bar was majestically decked out to depict the essence of the Alps, and a highlight was the breathtaking view from the first floor as attendees enjoyed a cold Edelweiss that brought the #FeelTheAlps experience to new heights.

Every corner of The Alps bar was fit for Instagram as guests captured their #FeelTheAlps experience.

They were served delectable Austrian dishes to accompany their ice-cold beer.

To top it off, guests got a chance to tap into their playful side with the claw machine game to win exclusive prizes such as free stays in Genting Highlands, food and beverage vouchers, an at-home Blade Machine experience and Edelweiss merchandise.

At the event, guests were able to better understand the premium wheat beer.

They learnt about the all-natural ingredients and the blend of fresh mountain herbs that make Edelweiss distinctive.

Guests then had the opportunity to tap their own Edelweiss from the exclusive Blade Machine and taste the fresh finish and subtle, fruity aftertaste.

“Edelweiss wants to inspire its fans to explore new experiences and our aim is to provide different drinking experiences to our drinkers,” said Chabot.

“With the opening of The Alps, our fans’ experiences will reach greater altitudes, 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,” he added.

The #FeelTheAlps Edelweiss experience is also available at various pop-up bars in Penang, Johor and Klang Valley.

Updates on these and a chance to win merchandise can be found on Edelweiss’ Facebook and Instagram pages as well as www.drinkies.my

All activities at The Alps bar were carried out with strict adherence to the standard operating procedure in line with the government’s safety guidelines.

Edelweiss and all related promotions and activations are only for non-Muslims aged 21 and above.

Enjoy responsibly, and do not drink and drive.

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