Are you ready for Chinese New Year? The new lunar new year begins on 23rd January 2012 and Asia Pacific Breweries Singapore (APBS) has released their plans last week at China One, Clarke Quay, for CNY and I say, what better way to spend CNY than to spend it with your family and loved ones?
This year's theme for the celebrations ties back to the essence of 聚 (togetherness), a modern interpretation of the traditions of Chinese New Year which calls for the spending of quality time with family and friends.
"The Dragon has traditionally been an auspicious symbol among the Chinese and APBS, along with our brands of Tiger Beer, ABC Extra Stout and Guinness, we hope 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" ------- Rene de Monchy, Head of Marketing, APBS.
APBS Celebrates its 10-year Partnership with the Kreta Ayer Foundation
APBS will embark on a series of corporate social responsibility (CSR) projects which will include the running of its Cookies for Charity Programme. In its second year, this initiative will see APBS raise funds through the sale of fortune cookies to support the Meal & Grocery Programme created by Kreta Ayer-Kim Seng constituency. The Meal & Grocery Programme ensures that the needy elderly living in the constituency are able to eat more regular and nutritious meals.
Each box contains 10 fortune cookies and will be sold at a price of S$10 at APBS’ booth at the Chinatown Pavilion at Banda Street from 30 December 2011 onwards.
APBS will also be organising its annual charity dinner on 9th January 2012. The charity dinner will see APBS staff on the ground as hosts to the elderly community, providing the personal touch to serve them a sumptuous spread and provide an evening to remember.
Tiger Beer Brings Togetherness to a new heights
In the year of the "Water Dragon", Tiger Beer has developed rituals in collaboration with Grand Master Phang of New Trend Lifestyle at the event "Tiger Lunar Extravaganza held at the Singapore Flyer on 17th January 2012. One such ritual involves the casting of Mandarin oranges into a “Tiger Beer Five Fortune Pagoda” (As seen in the first image) while another features a specially-created “Tiger Beer Dragon Wall”.
Keeping Tradition Alive – Passing on the Art of Lion-making
ABC Extra Stout is partnering with Henry Ng, one of Singapore’s last remaining lion makers, to pass on the traditional skill of lion-making to the next generation through a series of intensive workshops. Five teams, groups of three or four, will each submit a design themed at the link between heritage and Chinese New Year traditions.
The team that submits the most interesting concept will be chosen to bring it to life under Henry’s direction. The work will debut at the ABC Extra Stout Lion Dance Festival at a heartland location in January 2012, where seven of Singapore’s best troupes will compete against each other in a spectacular showcase of lion dance craft and skill.
Guinness Spices Up CNY Festivities with Guinness-marinated Bak Kwa and CNY songs
Guinness-marinated Bak Kwa is back with its roaring success in 2011. Guinness will be giving Singaporeans the unique opportunity to learn how to make their very own premium Guinness-marinated Bak Kwa. This will be done through a series of demonstrations and an exclusive cooking class conducted by Chef John See.
On 21 January, Guinness Live singers will be serenading diners and shoppers along Pagoda Street. These performers, currently mentored by well-known music veterans William Scorpion, Fatt Zhai and Jason Chung, will sing modern a cappella renditions of classic Chinese New Year songs, remixed by acclaimed music producer, Eric Ng.
Another highlight of the night, would be the collaboration with Ashvin Shawn Kishore, the Lead MolecularMixologist of Bar Essentials to present a beer tasting experience with a twist.
