Guinness Anchor Berhad (GAB) introduces a legacy, a legacy of craft known as Affligem. A distinctive luxury specialty beer with a rich history, that will meet the demands of more discerning consumers.

Amidst a sophisticated atmosphere that drew inspiration from the time Affligem was discovered, guests were introduced to the super-premium beer’s rich and exquisite taste, and were given a fine and intimate Affligem experience.

“It gives us great pleasure to launch a Belgian craft brew with a rich history dating back to 1074. Affligem is alive with heritage, purity and craftsmanship”, explained Hans Essaadi, Managing Director of GAB. “This being the first super-premium brand in our portfolio, Affligem appeals to sophisticated drinkers who appreciate fine, quality and intimate occasions.”

The beer was first brewed in Belgium by six knights who, in 1074, gave up the pursuit of war and committed themselves to purity, to the art of brewing beer. They were rewarded with a precious discovery; a taste so pure, unique and full character that they dedicated the rest of their lives to it.

The original recipe for Affligem, has been passed down through generations since 1074, unchanged, and an unwavering commitment to excellence continues throughout the brewery’s day-to-day execution. This includes the process of “Double Fermentation” – adding a special yeast to the freshly-brewed bottles, giving Affligem its distinctive, mature and complex taste.

Over the years, Affligem has won gold at a series of industry awards, including the prestigious ‘European Beer Star Awards’, where some of the most renowned and beer-savvy experts congregate to judge authentic specialty beers. Further accolades were also achieved at the ‘World Beer Cup’, celebrating the superior taste and quality of Affligem.

Affligem is made for private, cosy and relaxed occasions, ranging from one-on-one fine dining to a small gathering of good friends. Affligem is available in premium dining establishments, intimate bars, premium grocers and convenience stores nationwide from October 2014.

The formal affair introduced the Affligem Masters, who demonstrated various methods of enjoying the Affligem experience through the signature pouring rituals. The Experience Pour is the complete pouring ritual, with a set of unique equipment that allows drinkers to savour the intense fruit, citrus and spice flavours. The Classic Pour is a simplified ritual that allows drinkers to enjoy the fruity hoppiness of Affligem.

With the addition of Affligem, GAB plans to appeal to the super-premium beer segment in Malaysia by presenting a quality Belgian craft brew, every bottle double fermented, with a recipe still pertinent to today’s tastes and lifestyle, since 1074.

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Hints that something big awaits the public were dropped weeks before the launch of Guinness Anchor Berhad’s Oktoberfest celebrations. Does size really matter? Is big better? The curiosity of many was laid to rest when the country’s leading brewery unveiled Malaysia’s Biggest Mug at their launch of the annual beer festival. Standing at 2.6m high and 1.72m wide, the giant replica of the company’s renowned Oktoberfest 2014 promotional mug, created a new record that was endorsed by The Malaysia Book of Records at the event.

Hans Essaadi, managing director of GAB said: “Oktoberfest is a popular festival that many look forward to annually. And so this year, we decided we are going to commemorate it in a big, extraordinary way; hence the grandeur you see before you. This feat definitely has been a rewarding challenge especially now that we’ve set a new record in The Malaysia Book of Records.

“Having organised the festival successfully for six years, this is an undeniably proud moment for us here at GAB. We are thrilled to bring you a bigger and better Oktoberfest celebration this 2014. Look out for Malaysia’s Biggest Mug as it travels across the country next month,” he said at the launch held at the brewery’s tavern.

Attendees at the media launch were given a glimpse of what’s in store throughout the month of October as they indulged in popular German fare, enjoyed the traditional Oompah band, participated in beer stein race, and were enthralled by magic tricks.

The Biggest Mug which took about a month to complete, is made out of fibre glass. The giant vessel, which can actually hold liquid, will be travelling the peninsular so consumers can have a closer look and partake in Malaysia’s Biggest Mug “Guess the Litre” challenge. The top 5 participants who provide the correct or closest estimated volume of liquid the receptacle can hold, wins a year’s supply of Tiger Beer.

Be sure to note the following dates and locations of Malaysia’s Biggest Mug:

• Oct 2: Festival Walk, Ipoh
• Oct 3 and 4: Setia Walk, Puchong and Auto City, Penang
• Oct 10 and 11: Scott Garden, PJ and Upper Penang Road
• Oct 16: Desa Sri Hartamas
• Oct 17 and 18: Changkat Bukit Bintang and Jonker Street, Malacca
• Oct 24 and 25: Sunway Giza, PJ and Sutera Mall, Johor Bharu

As for the hand-held version, the GAB Oktoberfest mug is available in two designs. To collect, simply buy four pints or two jugs or two buckets or a tower of either of the participating brands (Tiger, Guinness, Anchor, Heineken, Kilkenny, Kirin, Smirnoff, Strongbow, and Paulaner) for one Oktoberfest mug.

Log on to GAB’s Oktoberfest Facebook page from now until Oct 31 for more news and exciting activities.

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With the Year of the Horse just around the corner, Tiger Beer, the world’s No. 1 international Asian beer unveiled their ‘Celebration of Abundance’ festive campaign at Quill 9, Petaling Jaya, promising consumers an exciting and rewarding nationwide promotion with great prizes and exciting events this upcoming Chinese New Year.

The launch of the Tiger Beer ‘Celebration of Abundance’ Chinese New Year campaign saw the majestic entourage of auspicious Chinese characters including the God of Prosperity, Heavenly Angels and lion dancers as well as the arrival of Guinness Anchor Berhad (GAB) Managing Director, Hans Essaadi and Marketing Director, Bruce Dallas on horseback in homage to the upcoming Year of the Horse.

Speaking during the launch of this auspicious campaign, Hans Essaadi, Managing Director of GAB shares, “Tiger Beer has always placed a great emphasis on cultivating a good relationship with the Chinese community and during Chinese New Year, it is even more important for us to be part of celebration, when reunions between family and friends take on utmost importance. This year, we want to give our loyal consumers a celebration of abundance, where they are rewarded manifold with New Year’s treasures as they celebrate with Tiger Beer and the rest of our award winning range of brews.”

At the event, Hans revealed the Tiger Beer’s Celebration of Abundance Treasure Chests where the grand prizes of 8 all-new BMWs 3-series await the lucky consumers when they raise their glasses and cheer “Yum Seng” with Tiger, Guinness, Heineken, Anchor and the newly launched Tiger Radler from December 16 onwards at participating coffee shops, food courts and restaurants. Apart from the exclusive 8 BMWs, known as ‘Precious Horse’ in Chinese, consumers also stand a chance to win many exciting prizes when they choose to celebrate with these five brews.

In line with the ‘Celebration of Abundance’ theme, Tiger Beer will also be meeting consumers on-ground through its nationwide road show at selected coffee shops, food courts and restaurants in Peninsular Malaysia to reward GAB’s loyal consumers. At these outlets, consumers purchasing three large bottles of GAB’s beers will get a chance to participate in a lucky draw from the GAB treasure chests with prizes ranging from GAB premiums, products and cash prizes of RM888. Now that’s truly a celebration of abundance!

Hans continues, “You could say that this is Tiger Beer’s own way of thanking our loyal consumers in a big and rewarding manner. On behalf of GAB, I would like to wish our consumers a Happy and Prosperous Chinese New Year and may the Year of the Horse bring you a celebration of abundance.”

This Chinese New Year, be sure to think of GAB’s award-winning range of iconic brews as you can look forward to ‘A Celebration of Abundance’ for you, your family and friends. For more information on this campaign, please visit  www.gab.com.my today.

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Guinness Anchor Berhad (GAB), the leading beer and stout brewer in Malaysia kicked off its month-long Oktoberfest celebration today at Tujo Bar-serrie at Ascott in the heart of Kuala Lumpur. GAB’s Oktoberfest campaign was officially launched after a reenactment of the royal wedding between Crown Prince Ludwig and Princess Therese that was held in Munich in 1810, which gave birth to the Oktoberfest celebrations held worldwide today.

At the launch event, Hans Essaadi, Managing Director of GAB shared, “Oktoberfest has historically been a time of celebration and merriment amongst family and friends, featuring good food, great beers and an all-round unforgettable time. This year, GAB has planned even more exciting and engaging activities and I am confident that with our award-winning portfolio of beers, we will once again set the standard among our loyal consumers for providing drinking experiences that are both fresh and engaging.”

As the fifth year running that GAB is organising this globally-renowned celebration in a big way right here in Malaysia, this year’s Oktoberfest celebrations will include a series of 14 historically themed parties nationwide, special promotions featuring a special edition 1 litre Ceramic Oktoberfest Mug and GAB’s entire portfolio of award-winning beers, including the original Paulaner Oktoberfest Bier.

“We at GAB are especially proud to continue making the Paulaner Oktoberfest Bier available for our consumers, which is one of only six beers allowed to be called an official Oktoberfest Bier and served on Oktoberfest. Be sure to try out this distinctive, limited edition lager at the selected outlets offering it during our Oktoberfest celebrations,” said Essaadi.

During the launch event, guests were able to sample authentic German Oktoberfest cuisine, as well as traditional Oktoberfest activities including traditional German folk dances, beer mug holding competitions and ‘Nail the Wood’, a traditional German game which requires participants to have both power and accuracy. Adding to the celebratory air was the presence of Crown Prince Ludwig, Princess Therese and their royal procession who brought a historical touch to the event. The royal entourage regaled participants with interesting tales from times long past.

During the month-long Oktoberfest celebrations, consumers will be able to enjoy: –

Oktoberfest Nationwide Consumer Promotions
This October, get your very own 1 Litre Ceramic Oktoberfest Mug filled with your favorite GAB brew, whether it’s Tiger, Guinness, Heineken, Kilkenny, Strongbow or Paulaner this entire month from 7^th October to 3^rd November at participating GAB outlets across the country. The best part of this promotion is that the first refill of your 1 Litre Ceramic Oktoberfest Mug is absolutely free!  Now that’s what you call an Oktoberfest promotion.

Oktoberfest Outlet Events
GAB will be bringing the Oktoberfest celebration to consumers across the country through a series of 14 themed parties at popular watering holes nationwide. The parties will be centred around different aspects of the Oktoberfest celebrations, whether it’s the royal wedding, the celebration of traditional German cuisine (also known as ‘Schmankerl’) or the iconic Oktoberfest parade and carnival. At each of these events, attendees can expect an evening filled with good food from around the world, the original Oktoberfest beer, a limited edition Oktoberfest Mug with metal lid and of course exciting activities and contests with fun prizes. So be sure to pop by GAB’s Oktoberfest celebrations at the following locations throughout the month of October: –

10^th October
Souled Out Sri Hartamas (KL)

12^th October
QEII (Penang)
Geographer Café (Puchong)
Jonker Street (Melaka)

14^th October
Euro House (Ipoh)

18^th October
Festival Walk (Ipoh)
Laundry Bar, The Curve (Mutiara Damansara)

19^th October
Upper Penang Road (Penang)
O’s Corner (Kuantan)

24^th October
Remedy House, Scott’s Garden (KL)

25^th October
Danga Bay (Johor) and Phat Barrels (Kuantan)

26^th October
The Museum (Ipoh)

31^st October
Beer Factory Sunway Giza (KL)

For more information on the entire GAB Oktoberfest campaign, do drop by the official GAB Oktoberfest Malaysia Facebook page at www.facebook.com/OktoberfestMY today.

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