Messner in himself a mountain-Amatya

Kathmandu: A sensitizing and epoch making news of Himalayan dimension indeed.

This international event will in all probability penetrate into the minds of those who have been to Nepal and were accustomed to its traditions and culture including those of the evening times at the restaurants and at cocktail receptions served with a bit mild but yet purely ethnic drinks.

“I am happy to be involved with the name of the “Everest Premium Lager Beer”, said the Legendary Mountaineer and Climber of International repute, the one and the only one, Reinhard Messner, an Italian by birth but a climber whose name itself perhaps frightens the mountains.

The legendary mountaineer made these observations at a special programme organized by the conglomerate of Nepal’s recognized pioneers in the production of the mild alcoholic beverages, read the Beers, the Mount Everest Brewery Pvt. Ltd, an affiliate of the Amatya Enterprises, while signing in a deal in between the company and the world famous mountaineer.

In effect, the Italian world hero of the mountains did sign a memorandum of understanding in between him and the brewery whwrein the former will provide his “brand name” to the new product of the Brewery, the “Everest Premium Lager Beer” beginning 2005 till 2006.

“The Mount Everest Brewery is proud to announce that Mr. Reinhold Messner, the world famous climber and mountaineer, has kindly consented to lend his name for the promotion of our pure ethnic Nepali brand, Everest Premium Lager beer”, declared a beaming Piyush Bahadur Amatya, the chairman of the company while welcoming the Italian hero.

To recall, Messner is the first mountaineer to scale Mount Everest without Oxygen and he is concurrently a personality to have climbed practically all the mountains of the world with eight thousand meters altitude. This amply explains his attraction for the mountains which also tells abundantly of his indomitable physical stamina.

“His name itself is a mountain”, said Amatya adding that Messner’s association with this special beer will facilitate the company’s new and exclusive production an entry into the world market especially in Europe.

Reciprocating Amatya’s remarks, the famous mountain climber said that people in Europe have a special attraction for Nepal’s ethnic beer. He, however, opined that efforts would have to be made for its easy passage into th European market.

“As Everest stands tall amidst the mountains of the world and has no competition, so would be the market of Everest Premium Lager beer”, the production of Mount Everest Brewery.

Answering to a query of the telegraph, Messner said that he would wish the Maoists too contributed for the restoration of peace in Nepal.

“Nepal’s past glory has got to be restored”, continued Messner.

To yet another query of this scribe, Messner made it clear that so far he has not encountered the legendary Yeti, however, he too considered that if Yeti existed, it should have been a bulky creature with plenty of hairs in its body.

Chairman Amatya revealed that already this beer had secured 19% of the market share and hoped that by next year, the beer would cross the 50% limits.

As per the plans, the Everest brewery will exclusively develop a special limited edition of this beer dedicated to Messner during the agreement period and thereafter with its regular edition. The production of the special edition will be of premium quality befitting to the image of Mr. Messner, concluded Chairman Amatya.