Kilkenny Irish beer's new Website (http://www.kilkennyirishbeer.ie) has taken a bold step forward with the launch of its online magazine geared specifically towards men.

It focuses on lots of "boy-type" areas including cars, motorbikes, music, cinema and must-have items. "The Surge" will feature monthly reviews of new CDs, concerts, films and video releases, while the "Cream of the Crop" lifestyle section will profile the latest CD ROMs, classic cars and other iconic items.

Dates of Kilkenny Irish Beer parties, sponsored events and updates on Classic Film Screenings at the Irish Film Centre are also included. Visitors are invited to "surge" the site to win tickets to a screening of The Big Chill at the IFC on February 19th, and copies of the classic soundtrack.