Singapore, 9 June 2005 – Guinness®, the world’s Number One Premium Stout today announced that it is sponsoring Singapore’s first professional adventurer, Khoo Swee Chiow, on his next challenge to swim The English Channel. Swee Chiow, who only started swimming in 2004, will be attempting to swim the cold and choppy waters of the ‘Everest of Swimming’ in late August this year.

Khoo Swee Chiow is putting Singapore on the map by being the first person in the world to have successfully achieved the following - climbed the seven summits, skied to the North and South Pole, cycled from Singapore to Beijing and swam the Malacca Strait.

Luke Lee, Senior Brand Manager of Guinness® said, “Swee Chiow’s past achievements and continuous passion for seeking challenges inspires people to achieve the impossible and realize their dreams. Swee Chiow epitomizes what Guinness® represents, that nothing is impossible if you have self-belief and determination.”

On why he is attempting his next challenge, Khoo Swee Chiow explained, “I am on a mission to have others believe in themselves and to dare to dream, for only with determination and self-belief will people achieve their dreams. I am glad to have sponsors like Guinness® who believe in me and is helping to make my dream of conquering the English Channel a reality. I hope that by swimming the English Channel, others will be inspired to have big dreams and achieve the impossible.”

Swee Chiow is renowned in Singapore for always attempting new challenges and pushing the boundaries of the human spirit. He has had much support for his past achievements and continues to garner support for his upcoming challenge.

Dr. Vivian Balakrishnan, Minister for Community Development, Youth and Sports, and Second Minister for Trade and Industry commented, "We are all extremely proud of Swee Chiow's achievements. His unbreakable will and enthusiasm to face even more natural challenges are wonderful."

The English Channel has a chilling success rate of 10%. To date, 1,600 people have reached the top of Everest compared to only 700 who have successfully swam the English Channel.

Starting his swim from Dover in England and finishing at Cap Griz Nez in France, Swee Chiow will have to complete the 33km English Channel clad only in his swim trunks, swim cap and goggles.

During his 18-20 hours swim, Swee Chiow will face high winds, strong ocean currents, poor visibility and have to fight fatigue and hypothermia as he swims in frigid waters of about 16 degrees Celcius. At all times during the swim, he is not allowed any physical contact with any part of the support boat or people onboard it.

Said LKT Industrial Berhad on their partnership with Khoo Swee Chiow, "We relate this feat to BOXXTM as they are built tough to withstand the most challenging applications with durable design, versatility and innovative solutions. BOXXTM will always test the boundaries of status quo, as apparent in this feat. We are proud to be able to support the challenge taken up by Swee Chiow."

"Swee Chiow’s indefatigable energy to challenge the limits is truly inspiring. Through sheer determination and an iron will, he has defied all odds to turn his dreams into reality,” said Serangoon Country Club President, Jack Ho. “Serangoon Gardens Country Club is proud to support him through the use of our swimming facilities, as he gears up in his quest to conquer the English Channel."

Luke Lee added, “To overcome these obstacles, not only does Swee Chiow need to be extremely strong, both physically and mentally, his inner strength and determination will be greatly tested. We hope that all Singaporeans will rally behind Swee Chiow to offer him their support in his attempt to succeed in The Guinness® English Channel Challenge.

Guinness® will be organising two key activities for Singaporeans to show their support for Khoo Swee Chiow in the weeks leading up to the swim in August. The public will get a Guinness® memento with every pint of Guinness® purchased which they can wear. There will also be a write-in contest for the public to submit entries on their personal experiences and how they overcame them. Details of these activities will be available in the coming weeks.

About Guinness®

Guinness® the Number One premium stout was born in 1759. Since then, this premium stout brewer has brought the Guinness® experience to 51 countries in which it is brewed, and 150 countries in which it is sold. 10 million glasses of Guinness® are enjoyed every single day around the world. Taking the Guinness® journey, one will find that one good pint leads to another.

For interviews, photos or more information, please contact:

Edna Liong – corpcomms@apb.com.sg

Asia Pacific Breweries Singapore
459 Jalan Ahmad Ibrahim Singapore 639934
Tel: 6860 3006
Fax: 6860 3113