Singapore – Asia Pacific Breweries Singapore (APBS) has announced its plans to celebrate the Lunar New Year in 2012. The theme of 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”, said 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.

This is how the fortune cookie pack look like , do give them the support and help to raise fund. 🙂

The Meal & Grocery Programme ensures that the needy elderly living in the constituency are able to eat more regular and nutritious meals. Containing 10 fortune cookies, each box 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 hopes to raise more funds than the S$25,000 generated during the 2011 campaign. To celebrate its 10-year relationship with the Kreta Ayer community, 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 Introducing the concept of “beer”, “friends” and “fortune”, Tiger Beer has developed rituals for Singaporeans to enhance their relationships with friends and family in the year of the “Water Dragon”. The rituals were conceptualised by Tiger Beer in collaboration with Grand Master Phang of New Trend Lifestyle and they will be shared with guests at the brand’s event titled “Tiger Lunar Extravaganza” to be 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” 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, in groups of three or four, will each submit a design with a refreshed aesthetic, aimed at reinvigorating 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 Chinese New Year Festivities with Guinness-marinated Bak Kwa and Chinese New Year songs Making a roaring return to our list of favourite Chinese New Year treats is Guinness-marinated Bak Kwa. As a result of its popularity in the 2011 celebrations of the festive season, 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. For one night only, 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.