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| Sunday, 18 December 2005 |
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Business |  |
| News Business Features Editorial
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Lion beer - theme launch by Elmo Leonard A theme launch of Lion brand beer was effected recently, at the Lion Brewery Ceylon Ltd (Lion), bottling factory, in Biyagama. Television commercials, will be the main focus of this campaign, while radio commercials, hoardings, drip mats and back-labels will also be included in the promotion. The Lion manufacturers said that drinking beer was very much a part of civilisations of the distant past. Four thousand years ago, clay tablets in Mesopotamia, modern Iraq recorded recipes for beer, it was made out at the launch. The pharaohs of Egypt bestowed a regal dignity upon beer, by appointing royal inspectors to guarantee its quality. The Chinese elevated beer to a high social status. The Germans equated beer with their staple food, characterising it "liquid bread." Lion limits the alcohol content in beer to 4 percent (Lion Stout - 8 percent). In contrast, spirits and illicit local liquor generally have a pure alcohol content of about 35 percent, the manufacturers said. Beer is brewed using a whole series of additives that ensures nourishment and flavour. The current theme launch is another step by Lion, among several others, taken over the years, to ensure its market leadership. Beer was introduced to Sri Lanka in 1849 when the British explorer Sir Samuel Baker established a brewery for Scottish tea planters. This brewery is the forerunner of the Ceylon Brewery Ltd of the present day. Lion, exports to Australia, UK, USA, France, Japan, Maldives, UAE, Sweden, Italy, Switzerland and Germany. The theme launch, attempts to create a fresh cultural outlook towards the Lion brand beer. |
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