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Spirit type: Vodka Origin: Groningen, Netherlands Company: Beam Inc. Website: www.beamglobal.com Year established (product): 1888 Product background: ‘Effen’ means ‘smooth’, ‘even’ or ‘balanced’ in Dutch. The product is a super premium brand produced in Holland, using a patented distillation process. Effen’s history dates back to 1888, when a Dutch baker, Hero Jan Hooghoudt, discovered how to make alcohol from grain. Hooghoudt Distillery was established in 1888 by Hero Jan Hoodhoudt who was a baker. He passed away 10 years later but his family continued to produce liquor, including EFFEN vodka. The 120-year-old vodka recipe was then given to a panel of bartenders to refine into a product that is popular for younger drinkers in the club scene today. The design of the bottle was changed into a modern-looking and practical to grip bottle for bartenders in a fast pace club. EFFEN vodka was an imported product from to the U.S. from Netherlands. In January 2004, Constellation Brands, Inc. took over Robert Mondavi Corp; the latter’s portfolio included the EFFEN brand. Planet 10 Spirits was then incorporated as a development and marketing platform for Constellation’s entrepreneur brand spirits. In 2009, EFFEN was acquired by Beam Global Spirits and Wine Inc., the super-premium vodka rounded out Beam’s vodka portfolio. The production process The distilling process by ‘continuous rectification’ is based on a 125-year-old Dutch recipe, which involves having the liquid circulate in giant stainless steel columns. The liquid decreases in temperature and pressure as it travels from one column to another. This process is repeated hundreds of times, which reduces caramelisation and a potential harsh taste. It is then filtered through peat, which is more effective than charcoal at removing impurities, because peat can be packed more densely. As vodka of 80% proof is 60 percent water, reverse osmosis water is used to make sure it is as pure as possible. High pressure is used to force spring water through a membrane at extremely high pressures to reduce impurities. EFFEN is made without artificial flavours or preservatives. The natural flavours in the vodka – such as black cherry, raspberry and cucumber – are acquired by distilling fresh fruits, using a process similar to that of distilling alcohol. The rubber sleeve on the bottle acts as a grip for servers handling it wet, and also insulates the bottle, thereby ensuring that the vodka stays cooler longer. It is the only vodka created by the industry, for the industry. Production lines: EFFEN® Vodka, EFFEN® Black Cherry Vodka, EFFEN® Dutch Raspberry Vodka and EFFEN® Cucumber Vodka

Sizes: 50ml, 375ml, 750ml and 1.75L bottles Local distributors: Malaysia Beam Global Malaysia: Unit 10.02 Amcorp Trade Center, Menara PJ18 Jalan Persiaran Barat, 46050 Petaling Jaya, Selangor. Singapore Beam Global Asia Pte. Ltd.: 39 Robinson Road, #16-01/02 Robinson Point, S (068911).

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