APB to celebrate "togetherness" in CNY

With the theme tying back to the essence of 聚 (togetherness), it calls for the spending of quality time with family and friends. It involves three brands, namely Tiger, Guinness and ABC Extra Stout.

Rene de Monchy, head of marketing at APBS, said the dragon has traditionally been an auspicious symbol among the Chinese, and APBS hopes to usher in the Year of the Water Dragon with activities that will bring Singaporeans together.

“These activities are aimed at encouraging the movement of good fortune and energy among those celebrating the festive season with their friends and family and we hope that they will bring wealth and good health to all,” he added.

Monchy was recently named assistant general manager, marketing.

APB will continue its CSR project - the Cookies for Charity Programme - for the second year. The beer company will raise funds through the sale of fortune cookies to support the Meal & Grocery Programme. It raised SG$25,000 this year, and it is targetting S$30,000 next year.

The Meal & Grocery Programme was created by Kreta Ayer-Kim Seng constituency, which ensures that the needy elderly living in the constituency are able to eat more regular and nutritious meals.

In addition, APB will organize a charity dinner with Kreta Ayer Foundation to celebrate its 10 year relationship, as well as a grannies day out, next month.

Tiger, ABC Extra Stout and Guinness will also be launching different events that go along with their respective taglines. Tiger Beer will launch an event titled “Tiger Lunar Extravaganza”, to be held at the Singapore Flyer on 17 January. In tandem with its tagline ‘Here’s to celebrating togetherness’, it will develop rituals for Singaporeans to enhance their relationship with friends and family. One such ritual involves the casting of Mandarin oranges into a “Tiger Beer Five Fortune Pagoda”.

ABC Extra Stout, meanwhile, is partnering Henry Ng, one of the country’s last remaining lion makers, to pass on the traditional skill of lion-making to the next generation through a series of intensive workshops. With tagline ‘Keeping tradition alive’, the event will see five teams submitting a design that aimed at strengthening the link between heritage and Chinese New Year traditions. The winning team will bring the design to life under Ng’s direction.

Guinness focuses on ‘Be a perfect host and perfect guest this CNY’, teaching the people of how to make Guinness-marinated Bak Kwa, through demonstrations and a cooking class by Chef John See.

Guinness Live singers will also be singing modern a cappella renditions of classic Chinese New Year songs along Pagoda Street. The song is remixed by music producer Eric Ng, while these performers are currently mentored by music veterans William Scorpion, Fatt Zhai and Jason Chung.