A Fine Beery Monday Morning By Major Arraimayer (Retired)

I write this mail with a tinge of sadness and nostalgia. I do indeed hate to be longish, but in this case I suppose I simply need to be. I'm 70 years young, a retired veteran Gunner, active Hash House Harrier and former head of Corporate Affairs in a MNC. Its important to understand where I'm coming from to see my sentiments. 

1. Tiger and Guinness are historically, homegrown brews of MALAYA. I recall shutting up a bragging Singaporean who boasted it was a Singapore invention. I reminded him that "Yes, it was brewed there, but it was the Malaya that Singapore was part of." 

2. We must thank the Pommies for their mad dogs and Englishmen in the afternoon sun existence in Malaya. Beer was the obvious choice for a thirst quencher, especially the military. A British unit has even the Tiger Beer logo as their emblem! The Irish among them adored their stouts, even in the sweltering weather.  The Patricians among the Brits swore by their Gin and Tonics as an antidote for malaria, whilst the phlebians remained loyal to their affordable beers. Singapore Slings also earned reputation during this era.

3. In Post Colonial History, the Malayan Military messes carried on with British traditions even among the Malay officers and men. Let's not be hypocritical about this. There even was a tag given....HARIMAU SANDAR POKOK KELAPA. Literally meaning, a tiger leaning against a coconut tree. Referring of course to the famous logo.

4. In service, Anchor took a lead role followed closely by Guinness. Tiger slowly crept in when the brewery played down Anchor then. The competing Carlsberg made it's way in when it was suggested that choices would be nice to see. Heineken, however, disappeared after the stubby era and never reappeared. 

5. Guinness Stout had its own strength and reputation. From the famous Tamil.." Nai Chap Guinness Stout ungeleke nallathe" to its many medicinal properties ( doubted of course). Two significant events are fresh in my mind. Those days after blood donation, Guinness Stout was offered! Believe me, this is the absolute truth. We as young officers would donate blood and drink stouts as if in a pub, in the hospital room!

6. The other recall I have is, a Chinese manager in my corporate days once bought a bottle of Stout and was carrying it home, wrapped in newspaper. When I asked what the hell he was up to. He replied its to bathe his new born baby! Apparently, its heaty and safe to remove flaky skin! Well there you go! My personal experience is that when I'm down with flu, its a bottle of room temperature Guinness Stout and hot pepper rasam. Then a heavy sweat, wrapped with a blanket. A cold shower after that, and I'm good to go. 

7. Visits to the brewery were fantastic occasions. The camaraderie and fellowship were unbelievable. The Pudu Brewery was tastefully relocated and simply, wholly replicated to Sungei Way. What a nostalgic experience to witness this loyalty to THE TAVERN! The military plaques were there in full form for all to admire. Then came ambitions of new heads, who in the name of progress renovated again and again.

8. Sadly, when I asked about the historical plaques, nobody knew how it disappeared! A page in the company's history, simply torn and thrown asunder. After Covid Pandemic risks this visits were discontinued. Famous names of Barry Ng, Encik Ibrahim, Francis Yew echoes in the distance. Great PR and sales guys. 

9. Fast forward to today,  I find it strange to see the PR moving towards bigger customers and forgetting the smaller but hard core loyalists. The Hash House Harriers, Military Veterans, odd pubs and coffee shops carry immense brand value. Well if you are happy with your dollars and cents, why worry about loyalty you say. Your young, mostly inexperienced sales people hawk the brand like selling any other consumer products.

10. They walk about for a couple of minutes playing a game or some gimmick and then disappear into thin air. I don't know what to expect next! Those days you had all the best choices,  today it's either a Carlsberg outlet or a Heineken one. I don't know what happened to see business evolve in this way. And the final icing to the cake - The sales folks don't drink beers and are averse to attending our functions, even when invited. Maybe they are complying to some corporate instructions?

11. Having written all of the above, please regard this as  fond memories of an old soldier and Tiger, Anchor, Guinness loyalist. Its done in good faith. I still collect my monthly rations of beers from the PERNAMA store in the Sendayan Base in Seremban and hope to die with this privilege. The Talibans are a comin down on us.

Have a Beery Week, 

Cheers!