APB Singapore targets trade partners in Tiger Crystal drive

The campaign will target bar operators and other industry partners over the coming months, including beer tasting events with liquid nitrogen.

APBS also aims to extend the reach of Tiger Crystal, which is currently available in selected bars, clubs, convenience stores and leading supermarkets.

The events are part of APBS' strategy to strengthen its foothold in the market following Tiger Crystal's launch in December 2010.

Rene de Monchy, head of marketing at APBS, said the local premium beer market has been "very competitive".

She said, “We are embarking on this trade campaign to not only strengthen our relationships with our partners, but also to find new ways of working with them to bring out great beer experiences.”