MEDIA RELEASE PR37692
Asian Beers to Head Down Under for International Awards
MELBOURNE, Jan. 5 /Medianet International-AsiaNet/ --
The Australian International Beer Awards (AIBA) has kicked off its annual search for the world's best beers,
with Asian brewers encouraged to enter the second largest beer competition of its kind, joining the global
battle for beer supremacy.
The AIBA offer exhibitors from across Asia the chance to test their skills against the best brewers in the
world. In 2009, a record 1,140 entries were received including 39 entries from Asian nations such as China,
Indonesia, Japan, Malaysia, Singapore and Thailand. Ales proved the most overwhelmingly popular beer from
the region, with almost 55 per cent of entries submitted to the category.
Award organisers expect the number of entries from Asian countries will continue to increase in the coming
years, off the back of greater expansion in the market. Already the largest beer market in the world (by
volume), Asia is expected to make up 55 per cent of the anticipated 210m hectolitres of beer to be sold in
2011 worldwide*.
The competition's global reputation has been reinforced in recent years with the inclusion of some of the
world's most respected judges, including Alan Kornhauser, Brewmaster for Pabst Brewing Company and Chief
Representative - Asia.
According to Mr Kornhauser, the AIBA offer a legitimate benchmark of industry excellence, with its stringent
judging processes setting it apart from similar international awards.
"The AIBA use only professional brewers as judges and finalise results based on average individual scores,
meaning trophies are awarded on performance rather than ego," Mr Kornhauser said.
"Each entry undergoes rigorous scrutiny from world-class judges, so consumers can be assured that award
winners truly represent industry best practice."
The annual AIBA judge beers in a variety of classes. In addition to awarding the coveted gold, silver and
bronze medals in each class, judges award 16 prestigious Championship Trophies, including a new Champion
Gluten Free Beer Trophy.
Presented annually by the Royal Agricultural Society of Victoria in conjunction with the University of Ballarat,
the event will culminate in a gala awards presentation dinner at Crown Palladium, Melbourne, Australia on
Thursday, 20 May 2010.
* Alcohol trends - markets and innovations, Business Insights. 2008/09 reports. April 2009.
For all media inquiries: Cara Norden, Wrights -
+61 421 549 408
cnorden@wrights.com.au
SOURCE: Australian International Beer Awards
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