Australian MAX, a premium strong beer brewed in India by International Breweries has won the titles of the "World’s Best Strong Lager" and "Asia’s Best Strong Lager" at the World Beer Awards in London, England. This is the highest award ever won by a beer from India.
With over 700 entries, it was a hard fought competition against the best strong beers from Germany, Britain, USA, Denmark, Belgium, Australia and from all over the world.
International Breweries ("IBL") is a Canadian owned brewer producing and marketing high quality beers worldwide. IBL was the first international brewer to enter the Indian beer market in the late 1990’s and has helped pioneer the improvement of beer quality & craft brewing over the past decade. IBL’s strong beer, Australian MAX, is an exceptionally smooth, refreshing beer that goes down easy but packs a real punch with 7-8% alcohol by volume.
"We’re excited that Australian MAX has been named the World’s Best Strong Lager at the World Beer Awards. It is the highest mark of recognition from the industry. To win two titles at this prestigious event is an incredible honour which reflects our dedication to craftsmanship, " said Steven Judge, International Breweries’ President & CEO. "It was always about quality and the customers for us and we continually improved our brews for them. They wanted MAX to be delicious, strong and to have no hangover -- we brewed MAX to this perfect balance by using our proprietary Smooth Lagering Process."
The World Beer Awards is a global competition that evaluates beers from around the world and recognizes the most outstanding beers produced worldwide. The 2011 awards saw a huge growth in entries, with a record 700+ entries coming from 57 countries around the world. All entries in the annual World Beer Awards are judged blind with regional style heats held in Europe, USA and Asia. Regional style winners are then tasted against other regional winners by an international panel of Judges, chaired by Roger Protz, in London to select the overall ’World’s Best.’
Pitted against the best brewers in the world and evaluated by an international panel of Judges, International Breweries with a single entry brewed at the Khoday Brewery in Bangalore, India took the highest honours awarded to any strong beer at the World Beer Awards. "It has been a fantastic year for International Breweries and our partner, Khoday Brewery, these wins represent an excellent reward for everyone’s efforts" said Peter Harvey, EVP & Director. "We always knew we had a winner and now the world’s beer experts agree with our customers, that Australian MAX is the best strong beer in the world - cheers!!!"
IBL looks forward to working with distributors interested in helping to expand MAX distribution worldwide (email: internationalbreweries @ gmail.com).