The Year of Kentucky Bourbon Barrel Ale: Alltech Receives First Beer Order from China

Thursday, January 20, 2011

Lexington, KY – Alltech’s Kentucky Bourbon Barrel Ale has traversed an ocean, finding favor among one of the world’s fastest growing economies – China.  Beijing will soon be making a toast with Alltech’s Kentucky Bourbon Barrel Ale, much in part to its recent status as the Official Beer of the Alltech FEI World Equestrian Games.   
Following a launch event Sunday evening with the Beijing Horse Association, Alltech received its first Chinese order for 40 cases of Kentucky Bourbon Barrel Ale. The order, placed by Qingdao Bao Hu Village Horse Club, will be used primarily as VIP gifts in celebration of the Chinese New Year. With more than 200 members, it is the largest horse club in the Shandong province despite being only two years old.

Commenting on Kentucky Bourbon Barrel Ale, Mr. Yu Rui Zong, president of Qingdao Bao Hu Village Horse Club said, “The taste is so good and unique. It is a real beer for the horse person.”

The Chinese equine industry is growing rapidly with more than 400 horse clubs currently registered in the country. Building on its global recognition as the title sponsor of the Alltech FEI World Equestrian Games, Alltech chose to introduce its Kentucky Bourbon Barrel Ale first to China’s equestrian community.

“In terms of total national beer consumption, China ranks highest in the world, and the Chinese people have traditionally had a unique relationship with the horse,” said Roland Matyasi, East Asia marketing manager for Alltech. “It is natural then for Alltech to introduce itself to the Chinese equine community through this distinctive Kentucky brew, which we hope to make available in all major Chinese riding clubs. Once the Official Beer of the Alltech FEI World Equestrian Games, we now want to see Kentucky Bourbon Barrel Ale as the beer of the Chinese horse community.”

“Kentucky Bourbon Barrel Ale is a great beer, perfect to the Chinese taste,” said Mr. Yao Ge, vice-chairman of Beijing Turf & Equestrian Association. “With over 5,000 racing horses just in the Beijing area, the market will be very exciting for LIFEFORCE as well. I am sure that Alltech will be successful in China.”

With LIFEFORCE, its all natural daily equine supplement currently being registered in China, Alltech is hopeful that Kentucky Bourbon Barrel Ale will pave the way for additional products to be introduced to the Chinese equine community.

“I am absolutely confident that China will welcome Alltech’s more than 30 years of experience in equine health and nutrition, which ensure the highest quality natural products with full traceability,” said Matyasi.

LIFEFORCE is expected to become available to the Chinese market this year.