Heineken presents “The Art of Pouring” by Franck Evers

马来西亚 2011年7月12日 星期二

昨天下午，我收到了一封电邮来自G2 Public Relations的邀请函出席《Heineken presents ” The Art of Pouring”  by Franck Evers》，较后负责人直接拨电和我联系，该活动在今天的下午6点。我和权雄都是上班族，临时要出席该活动的话，要安排当天的行程。我和权雄商量之后，我们答应出席。这一次出席该活动，让我见识了不少，学习了不少新知识！

《Heineken presents ” The Art of Pouring”  by Franck Evers》的活动设在槟城的E&O Hotel，下午6点开始。我们稍微迟到，不少人已经来到了现场。我们在柜台登记的时候，方知道《蓝天白云数格子》是以媒体身份来出席。哦！不一样的身份和体验！该活动是由Heineken 连同GAB Academy **主办，他们邀请了来自荷兰的Franck Evers, 主讲分享倒酒的艺术知识，同时宣传Heineken的新品牌宣传活动“Man of the World”

在这一篇文章里，将会以中文和英文来完成。当时活动进行的时候，主要的媒介语都是以英文为主。虽然《蓝天白云数格子》是中文部落，但是我的手写稿和当局准备的新闻稿都是以英文为主，免得错误翻译， 部分文字将会以英文记录在部落。

Heineken is the world’s No. 1 International premium beer served in over 170 countries around the world since 1873. It is the leading imported beer brand in many European and Asian countries.   Heineken is the leading choice among discerning drinkers around the world.  Additional information is available on www.heineken.com/my.

The origins of ‘The Art of Pouring’

‘The Art of Pouring’ programme was developed by Heineken to train trade establishments and share with consumers the unmistakable quality that has been enjoyed throughout the world since 1873. The programme ensures consumers enjoy nothing but the perfect pint of Heineken every single time hence validating the programme’s tagline “The only reason for ordering a second beer is the quality of the first one!”

如果我没有前来的话，我不知道在喝啤酒里有这样多学问：

1. 喝酒并不是咕噜噜喝入口里，如何品尝一杯好酒。
2. 如何倒酒会影响了一杯酒的味道？
3. 喝酒要有泡沫在杯里才能保存啤酒的醇味？

而我今晚从Franck Evers口中得知了这些学问。到底Franck Evers是谁呢？为什么他知道这样多？他怎么和Heineken有联系呢？

FRANCK EVERS

Heineken Beer Craftsman

Franck Evers has been in the industry long enough to tell you that pouring and serving a beer is an art. Hailing from the home of Heineken, the Netherlands, Franck now travels the world sharing his knowledge and skills of pouring the perfect Heineken pint to bar owners, bar staff and fans alike.

A former psychiatric nurse and tennis coach, Franck met Mr. Freddy Heineken, the grandson of founder, Gerard Heineken some 15 years ago. From that moment on, Franck decided that his passion was with Heineken and he has brought that passion to bartenders around the world for the past 10 years, earning him titles such as the Master Pourer and Beer Craftsman.

‘I believe that pouring a beer should be viewed as an art. The fine details in rinsing the glass, pouring technique and serving ensures that customers get the best quality every time they enjoy a Heineken,” says Franck of his job that most people would dream of having.

在现场 ， Franck Evers示范了倒酒的技巧。当时出席的嘉宾有不少当地的酒吧的负责人和员工，他们在现场示范倒酒，Frank Evers从中和他们交流，准备一杯好酒给顾客。倒酒并不是把酒倒完在杯子里，而是在倒酒的过程中要留意一些小细节，这些小细节足以影响的一杯啤酒的香醇味在口里。

Four Steps to Pouring the Perfect Heineken

1. Rinse- Rinse the glass in cold water before serving. And never dry with a towel as it leaves fibres behind
2. Pour- Pull the beer tap in one quick motion. Let the build up of carbon dioxide escape, control the flow of the beer and then let it spiral into the glass which is tilted at 45-degree angle. Then close tap in a quick motion when the foam reaches the top of the glass
3. Skim- Remove excess foam with a wet skimmer held at a 45-degree angle. This leaves a thin layer of water over the foam which protects it from oxidizing. A perfect two-finger thick head of foam ensures that the beer stays fresh and cold for longer keeping it from going flat.
4. Serve- Serve your customers quickly and with a smile. Present their Heineken in a Heineken branded glass, held at the bottom with the logo facing them.

Jasmine Foong, Marketing Manager of Heineken Malaysia explains, “The Art of Pouring workshop reflects Heineken’s promise of quality.  Franck’s expertise is invaluable and through this workshop, he brings the art of pouring a pint of Heineken in Malaysia to perfection level. Through our various campaigns, we hope consumers will be able to immerse themselves in the ultimate Heineken experience every time they enjoy a pint of Heineken, one that is shared by millions of fans throughout the world.”

Franck Evers also spoke on his experience, “There is a real ritual to pouring a perfect pint of beer, in fact, it is an art form. I’m very happy to have been given the chance to travel to Malaysia to showcase the art of pouring. Through these workshops, I hope consumers here will be able to enjoy the Ultimate Heineken experience with every pint.’

我总以为喝酒不要有泡沫式最好的，可是今晚却改变了我的想法了。从Franck Evers口中得知，每一杯啤酒的泡沫色泽和细腻程度影响一杯酒的醇味。啤酒泡沫越细腻，啤酒口感越好，既醇厚性越强。听君一席话，胜读十年书。

最近，我爱上喝啤酒，尝试不同的牌子啤酒，我没有卖瓜赞瓜香，今晚我喝了差不多3-4杯Heineken啤酒，我可以感觉到Heineken的醇味香浓，泡沫也没有带有苦味。身为消费者的我，当然也有注意到一件事Heineken的啤酒比起其它牌子稍微贵一点点，物有所值。

当时，主办当局设有自助餐来招待前来的嘉宾。而我们在当局的邀请下出席另一个活动-媒体招待会，我们可以自由向Franck Evers发问有关于对于Heineken的疑惑，或者有哪一些不想详细的细节，他都加以解释给我们听。Jasmine Foong, Marketing Manager of Heineken Malaysia趁机介绍Heineken的活动主题：‘Be a Man of The World’。

Heineken, the World’s No.1 International Premium Beer Brand has unveiled a new brand campaign to strengthen its mark. Through the new campaign title, ‘Be a Man of The World’, Heineken aims to convey its worldly, confident and open-minded personality. The idea of being a man who knows his way around is truly an aspirational thought for Heineken consumers. It speaks of two qualities; progress and success that are both achievable through possibilities.

Carrying the slogan ‘Open Your World’, the new campaign which is already implemented in many countries including the U.S., U.K., Argentina and Australia is Heineken’s first global campaign in over five years. It invites consumers and fans to open their mind to the world of Heineken where anything is possible if they are open to what life has to offer.

“We want our consumers to immerse themselves in the ultimate Heineken experience every time they enjoy a pint of Heineken, one that is shared by millions of fans throughout the world. Through this campaign, we strive to bring a world of opportunities to our consumers, a world where anything is possible through our promise of quality, internationalism and innovation,” said Jasmine Foong, Marketing Manager of Heineken Malaysia.

我们出席了媒体了招待会之后，继续逗留在现场与一些嘉宾和主办当局负责人交流，我们都很喜欢当时的气氛。如果你有看过预告篇，知道我和电视台主持人8tv叶剑锋合照，叶剑锋是当晚活动的主持人。没想到在活动过后，他和我们一起聊天交流，因此接下来我会和大家分享叶剑锋的主持生涯故事。

写部落是我们的业余活动，没有想过能收到该邀请，让我们可以从活动学习了不少。能有这样体验，当然要在这里和大家分享。谢谢你们一路来给《蓝天白云数格子》的支持，有你们的支持，让我们的生活更加精彩！

**

GAB with its portfolio of iconic, international brands, is the beer and stout market leader in Malaysia. GAB brews, markets and distributes:

• Asia’s fastest growing beer TIGER;
• The world’s No 1 stout GUINNESS Foreign Extra Stout and its variant Guinness Draught;
• The world’s No 1 international premium beer HEINEKEN;
• The all-time favourite quality local brew ANCHOR SMOOTH and its strong beer variant ANCHOR STRONG;
• The premium Irish ale KILKENNY;
• The real Shandy ANGLIA;

GAB also produces the wholesome, premium quality non-alcoholic MALTA. GAB brand portfolio also include the world’s best selling cider STRONGBOW, the no.1 German wheat beer PAULANER and the original Mexican beer SOL.

Guinness Anchor Marketing Sdn Bhd is a 100% owned subsidiary of GAB.