Thursday, May 29, 2014

Launch of Kirin Ichiban

Kirin Ichiban, actually I am not sure what ichiban means, but I'm guessing it means number 1.  Although google translate didn't pick that up.  So when one is invited for an event involving an Ichiban, should be quite worthwhile going.

Old friend who now is in PR, invited me for the launch of Kirin Ichiban, in Zebra Square.  The venue is fascinating, I didn't realise such a large premises for private functions existed in KL.  The grounds are huge, and there is sufficient parking on a normal day, but of course, on the day of the launch, traffic was snarling all the way to the Kg Pandan roundabout.

I make my way through the decorated gardens, showcasing all things Japanese, afterall, Kirin is Japanese, in case you were wondering.

I was to find out later on, what the hype was about, Kirin Ichiban is a 100% malt, first press beer.  First press always seems to be good, in whatever context, olive oil, palm oil, and beer too, evidently.

The event seemed very glitterati filled, although I don't recognise any of them.

The stage was set, and a cornucopia of events kicked off the launch, such as a dance performance inspired by the quick, swift  movements of Japan’s Shinobi

Fortunately, I bumped into some familiar faces in the sea of crowds, like Malaysia's Hottest Blogger Tim Chew, and Kenneth Tan, Managing Editor of the Peak.. and had the good fortune of meeting the CEO of Guinness Anchor Berhad, Mr Hans Essaadi.

Traditional Japanese Taiko Drums complemented the Yosakoi Dance at the Kirin Ichiban Experience.

Hans Essaadi sharing his moment with His Excellency Makio Miyagawa.

So what is so special about the 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.

Bruce Dallas, GAB's Marketing Director, promotes the beer as a premium beer, for an increasingly discerning market and also a beer that pairs well with any cuisine.

About 8 bottles of Kirin Ichiban later, I left the launch feeling rather Ichiban myself.

1 comment:

Ciki said...

u feeling ichiban.. or just plain ichi.. :P