More than 400 guests witnessed the rise of Kirin Ichiban at a Japanese-themed cultural festival at Zebra Square Kuala Lumpur on 9th April 2014.

The festival venue was recreated to look like a Japan food street and it was the perfect backdrop for the guests to enjoy and appreciate the unique flavours of Kirin Ichiban, Japan’s no. 1 100% Malt beer.

Kirin Ichiban, a super-premium beer developed by Kirin Brewery, uses 100% Malt and an innovative “First Press” brewing method to achieve its unique taste profile. The First Press method means only the finest ingredients – including the purest malt, and extracts from the first strain only are used in the brewing process. What results is a premium beer that is crisp, rich in flavour yet leaves little after taste due to its purity.

At the launch guests, including guest of honour His Excellency Makio Miyagawa, Japan’s Ambassador to Malaysia, were treated to the Kirin Ichiban Experience. The guests were ushered through various experiential points for a taste of Kirin Ichiban’s unique values. They were transported to Kirin Ichiban’s universe by way of Japanese culture, food and hospitality.

During the celebration, Bruce Dallas, GAB’s Marketing Director, shared that the company is pleased to be able to add Kirin Ichiban into the brewer’s portfolio as it further enhances the company’s offering to Malaysian consumers. He pointed out that Kirin Ichiban has great potential in this market because consumers here are becoming increasingly discerning.

“After extensive market research, we found that there is much potential 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.

Kirin Ichiban is already available in more than 40 countries and the brand has enjoyed healthy growth in those markets.

Bruce adds, “Kirin Ichiban is an excellent companion for any type of cuisine, even the most delicate of flavours and that is because the beer whilst being crisp and full flavoured, leaves very little aftertaste due to the beer’s purity.”

Apart from Bruce, His Excellency, Makio Miyagawa, Japan’s Ambassador to Malaysia, also said a few words on the super-premium beer at the event: “”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. I am delighted that a great product like Kirin Ichiban has been added to the portfolio of GAB, the leading brewer in Malaysia. This will provide further opportunity for Japanese culture to be showcased in Malaysia, particularly by generating further appreciation for Japanese food and drinks amongst Malaysians.”

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 greater accessibility to the product. The company will also be bringing world class innovative engagements for consumers to experience and enjoy Kirin Ichiban.