Dato’ Saw Choo Boon, His Excellency Makio Miyagawa, and Hans Essaadi with Kirin Ichiban ambassadors.
Guinness Anchor Berhad (GAB) recently held a Japanese-themed Cultural Festival to welcome the addition of Kirin Ichiban, Japan’s No.1 100% Malt beer to its iconic portfolio.
Kirin Ichiban, a beer developed by Kirin Brewery, uses 100% Malt and an innovative “First Press” brewing method or ‘Ichiban Shibori’ as it is known in Japan. With such a process, it means only the finest ingredients are included – the purest malt, and only extracts from the first strain are used in the brewing process. What results is a premium beer that is crisp, rich in flavour yet leaves little aftertaste because Kirin Ichiban is known as beer at its purest.
The event, which featured Yosakoi dancers and Yatai stands, was officiated by Japan’s Ambassador to Malaysia, His Excellency Makio Miyagawa. The festival venue was recreated to look like a Japanese food street and it was the perfect backdrop for over 400 guests to enjoy and appreciate the unique flavours of Kirin Ichiban.
According to Bruce Dallas, Marketing Director for GAB, Kirin Ichiban is a great new addition as it will further enhance GAB’s offering to Malaysian consumers. He also said that the brand has great potential in the market as consumers are becoming more discerning.
“After extensive market research, we found that there is much opportunity for growth in the super-premium beer category. We believe Kirin Ichiban with its unique flavour has the potential to fill that gap,” said Bruce.
Bruce adds, “Kirin Ichiban is an excellent companion for any type of cuisine, even the most delicate of flavours as the beer leaves very little aftertaste, because Kirin Ichiban is known as beer at its purest.”
“Kirin Ichiban is the No. 1 100% malt beer in Japan, and Kirin Brewery, with over 100 years of history, has always been doing well in Japan,” said His Excellency Makio Miyagawa.
Kirin Ichiban is GAB’s first Japanese product in its portfolio and it is the company’s first new brand in five years. With its addition, GAB plans to increase the distribution network of the 100% Malt, First Press beer giving consumers greater accessibility to the product. The company will also be bringing world class innovative engagements for consumers to experience and enjoy Kirin Ichiban.
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