About Beerfest Asia 2010

Organisers: Beerfest Pte Ltd and Sphere Exhibits Pte Ltd

About Beerfest Pte Ltd

Beerfest Pte Ltd is subsidiary of lifestyle company Ublues Group and the brand owner of beer festival, Beerfest Asia. Beerfest Pte Ltd is set up to initiate and spearhead the beginnings of the only and largest beer festival in Southeast Asia. The idea behind Beerfest is the experimentation process of finding and enjoying beers that consumers may never, otherwise encounter locally. It is also a trade event for industry colleagues to exchange dialogue and promote their products. With plans to grow the festival in the region, Beerfest Pte Ltd is committed to develop the festival to become the premier beer marketplace in Asia.

About Sphere Exhibits Pte Ltd

Incorporated in April 2008 and wholly owned by Singapore Press Holdings (SPH), Sphere Exhibits, which stands for “SPH Events, Roadshows and Exhibitions”, aims to be the leading lifestyle event company behind exciting and innovative fairs, shows, events and exhibitions for mid to high-end consumers.

Backed by a committed and experienced team of professionals and SPH’s comprehensive range of advertising platforms, these events with unique concepts will not only draw local audiences but also regional participants. Sphere Exhibits is committed to building memorable and quality events which will be founded on research, planning, an established network of resources, and a wild but solid imagination.

Synopsis:

Beerfest Asia returns for the second time in 2010 during the World Cup season! Appealing to both exhibitors and the many beer lovers in Singapore and around the region, visitors get to enjoy over 250 different beers from all over the world at affordable prices from as low as SGD 3 under three marquees.

25,000 people are expected at Beerfest Asia 2010.

Further complementing the experience are the live stage performances, giant screen broadcast of 2010 FIFA World Cup South Africa, the outdoor bazaar with a delectable range of food and games. Jam-packed with classic festival activities, there is something for everyone at Beerfest Asia.

Date:           Wednesday 16 June to Sunday 20 June 2010

Time:           16 June 2010: 4pm – 6pm (Trade only) / 6pm – 1am (Public)

17 – 19 June 2010: 6pm – 5am

20 June 2010: 6pm – 12am

Venue:         Marina Promenade (F1 tracks behind the Singapore Flyer)

Online:        www.beerfestasia.com (Official Website) / @beerfestasia (Twitter) / Beerfest Asia Group (Facebook)

Ticketing Categories:

Each ticket includes 2 complimentary beers to be redeemed on festival grounds.

1-Day OCBC Exclusive Pass: SGD 10* – while stocks last and exclusively for OCBC credit/debit cardholders.

Thursday, Friday and Saturday SOLD OUT.

1-Day Advance Pass:          SGD 20* (16, 17 & 20 June) / SGD 25* (18 & 19 June)

- while stocks last up to 2359hrs the day before event date

1-Day At-the-Door Pass:      SGD 30* (16, 17 & 20 June) / SGD 35* (18 & 19 June)

(only sold at festival gates)

5-Day OCBC Exclusive Pass: SGD 50* – while stocks last and exclusively for OCBC credit/debit cardholders.

VIP Pass:                          SGD 70* (16, 17 & 20 June) / SGD 90* (18 & 19 June)

- minimum booking of 6 pax; includes 5 beers per person; reserved table until 7.30pm; BFA 2010 souvenirs.

VVIP Pass & package:         Contact Matt Bennett matt@beerfestasia.com or Shehzad Haque shehzad@beerfastasia.com

* SGD 2 ticket handling fee applies

Ticketing Agents:

OCBC and Advance Passes are available from BYTES from 30 April 2010.

Hotline:         (65) 6332 6919 begin_of_the_skype_highlighting              (65) 6332 6919      end_of_the_skype_highlighting

Website:       www.bytes.sg

Box Office:    The Arts House, 1 Old Parliament Lane, Singapore 179429

Friday and Saturday Advance Passes are also available from Timbre @ The Substation, Timbre @ The Arts House,  Timbre @ Old School and Official Bar Malted Milk.

At-the-Door Passes are only available for sale at festival gates on actual event days.

Contact Matt Bennett matt@beerfestasia.com or Shehzad Haque shehzad@beerfastasia.com for VIP  and VVIP Passes and Packages.

Sponsors:

Presenting Sponsor:            OCBC Titanium

Official Magazines:              SPH Magazines

Official Newspaper:            The Straits Times

Official Online Media:          Asiaone

Official Food website:                   Soshiok

Official Mint:                      Impact

Official Beverage:               Yeo’s

Official Energy Drink:           Naughty G

Official Party Shot & Music Partner:

Jagermeister

Official Wine:                     Tre Fratelli

Official Bar                        Malted Milk

Official Hotels:                   Studio M and Grand Copthorne Waterfront

Official Refrigeration:           Lowe Refrigeration

Official Ice Supplier:            Tuck Lee Ice

Official Freight Forwarder:    Hartrodt

Official Sound Reinforcement: DAS

Supported by                    Singapore Exhibition & Convention Bureau

Event Set-up

Three (3) large marquees are set up to house over 30 exhibitors.

The Live Music Tent houses the main stage where live performances will be held and exhibitors of more commercial beers.

For visitors wanting a more intimate beer tasting experience, they are encouraged to go into the second Promenade Tent away from the crowds. World Cup screenings (if available) will be broadcast in this tent too.

Country booths showcasing beer products and brands from far-flung countries and the VVIP hosting room are located in the double-storey, air-conditioned World Beers Tent.

All VIP passes holders enjoy tables reserved specifically for them under the sheltered marquees. For the general public, limited seating areas are found on festival grounds too.

Apart from the exhibiting booths, a delectable range of food vendors, a games area, street soccer court (The Cage) and spirits bar are available on site for visitors’ enjoyment.

Three-Day Event Programme

	LIVE ENTERTAINMENT (Live Music Tent)	WORLD CUP SCREENING (Live World Cup Tent)	OTHERS (Live Music Tent)
WED, 16 JUNE
7.00pm – 7.40pm	Reverie
7.30pm – 9.15pm		Honduras vs Chile
8.00pm – 8.40pm	Reverie
9.10pm – 10.00pm	Goodfellas
10.00pm – 11.45pm		Spain vs Switzerland
10.30pm – 11.20pm	Goodfellas
THURS, 17 JUNE
7.00pm – 7.40pm	53A
7.40pm – 8.00pm			Swiss Butchery Sausage Eating Tournament
7.30pm – 9.15pm		Argentina vs Korea
8.00pm – 8.40pm	53A
9.15pm – 10.00pm	Killer Queen
10.00pm – 10.30pm			Ms Beerfest (heats)
10.00pm – 11.45pm		Greece vs Nigeria
10.45pm – 11.30pm	Killer Queen
FRI, 18 JUNE
7.00pm – 7.40pm	Rockafellas
7.30pm – 9.15pm		Germany vs Serbia
8.00pm – 8.45pm	Rockafellas
9.15pm – 10.45pm	Hell’s Belles
10.00pm – 11.45pm		Slovenia vs USA
10.45pm – 11.15pm			Ms Beerfest (semi-finals)
12.00am – 1.30am	Killer Queen
2.30am – 4.15am		England vs Algeria
SAT, 19 JUNE
7.00pm – 7.40pm	Timbre Music Academy All-Stars
7.30pm – 9.15pm		Netherlands vs Japan
7.45pm – 8.05pm			Swiss Butchery Sausage Eating Tournament
8.10pm – 8.50pm	Timbre Music Academy All-Stars
9.15pm – 10.45pm	The U2 Show – Achtung Baby
10.00pm – 11.45pm		Ghana vs Australia
10.55pm – 11.25pm			Ms Beerfest (finals)
12.00am – 1.30am	Hell’s Belles
2.30am – 4.15am		Cameroon vs Denmark
SUN, 20 JUNE
6.00pm – 8.00pm	Beerfest Asia Blues Jam with Timbre All-Stars
7.30pm – 9.15pm		Slovakia vs Paraquay
8.00pm – 8.30pm			Beer Auction
8.30pm – 9.00pm	Jayson Norris
9.30pm – 11.00pm	The U2 Show – Achtung Baby
10.00pm – 11.45pm		Italy vs New Zealand

Highlight Beers

http://www.beerfestasia.com/index.php?option=com_content&task=blogcategory&id=0&Itemid=46

Asia Beer Awards

Synopsis:

The inaugural Asia Beer Awards will be held in conjunction with Beerfest Asia 2010, 16^th-20^th June at the Singapore Formula 1 pit lane. The purpose of the awards is to highlight the variety of beers now available in the region as well as those looking to penetrate the lucrative Asian market.

Traditionally lager and pilsner beers have dominated the Asian beer market, however over the past decade Asian consumers have displayed a greater desire for diversity in their favourite brews. As a reaction to this maturing market importers have improved the availability of artisan and craft beers from around the world significantly. The annual Asia Beer Awards aims to showcase the best beers available in the region and in partnership with Beerfest Asia will provide guests at the festival with the opportunity to explore for themselves the rich diversity of flavours found in the world of beer.

Also, for the first time, we shall be holding the SE Asia Microbrewery Awards (please see below) to highlight the range and availability of beers now being brewed within the South East Asia region by smaller, independent organizations.

Dates: 14 & 15 June 2010 – Judging

16 June 2010 – Announcement of winners durig trade event at BFA 2010.

Venue: Judging is done at an undisclosed venue. Selected media will be invited to attend a judging session at 1-3pm Tuesday 15 June.

Categories:

Entries into the Asia Beer Awards 2010 will be split into eighteen (18) Categories (listed below). Each category will be judged according to the corresponding technical specifications for its style as outlined by the Brewers Association*.

-          Wheat Beer (Hefeweizen or Wit)	-          Dunkel Weizen
-          International Lager	-          Seasonal Ale
-          Pilsner	-          Porter
-          Golden Ale	-          Stout
-          Belgian Blonde Ale	-          Strong Ale/Lager
-          Pale/Amber Ale	-          International Pub Ale
-          India Pale Ale	-          Low Carbohydrate Lager
-          Brown Ale	-          Flavoured Beer
-          Belgian Dark Ale	-          Cider

*The Brewers Association is the largest organization of brewers in the United States of America (with over 1000 US brewery members) and they are the organizers of the World Beer Cup ®  – for more information please see their website www.brewersassociation.org. Please note their official title is not The Brewers Association of America.

How will the beers be judged?

Each beer will be blind judged (in an unlabelled glass so the judges have no idea of the origin/brand of the beer they will be tasting) and will be awarded marks based on a strict five (5) point  marking system covering appearance, aroma, flavour & body, style and technical quality with a maximum of 20 points available (outlined below). The points awarded for each criteria will be added together to provide a score for each beer. The beer with the highest points in each category will be awarded the Gold Medal for its class, with the two runners up being awarded the Silver Medal and Bronze Medal respectively. In the event of a tie, the chairman of the judging panel will decide which beer is the winner (again, after a blind tasting). There must be at least 6 entries per category for all three medals (Gold, Silver & Bronze) to be awarded

In the case where there are several different beer styles in the same category, for example Wheat Beer where there will be  Hefeweizen (German Style) and Wit/White (Belgian Style), the beer will be judged and receive a score according to its specific style. The scores will then be compared with the winners medals going to the beers with the highest points.

The 5 Point Judging System Points Allocation

	Character		Points
1	Appearance	-          Colour -          Carbonation/foam -          Characteristics	Maximum 3 points
2	Aroma	-          Positive characteristics -          Aroma faults	Maximum 5 points
3	Flavour & Body	-          General characteristics -          Bitterness -          Fermentation products -          Flavour faults	Maximum 6 points
4	Style	-          Appropriate for its class	Maximum 3 points
5	Technical Quality	-          Absence of major faults -          Balance -          Drinkability	Maximum 3 points
	Total		Maximum 20 points

Who can enter?

Anybody who brews or distributes beer commercially may enter their product. We are expecting an international field in excess of 300 beers for the Asia Beer Awards 2010.

How to enter?

Entry is via online registration on our website www.beerfestasia.com from 22 April 2010.

Closing date for entries

All entries must be registered online via www.beerfestasia.com by 15^th May 2010.

What does it cost to enter?

Entry is free for all exhibitors at Beerfest Asia 2010 with the submission of twelve (12) bottles for judging per beer entered. Entry for non exhibitors is S$50 per beer entered plus twelve (12) bottles per entry for judging. Beers must arrive in Singapore no later than 31 May 2010 (payment for non exhibitors must also be made by this date). Shipping details can be provided if required.

Who are the judges?

The panel will consist of 8 judges, of which at least three will be accredited international beer judges and brewmasters, and a chairman. So far judges confirmed are:

Judge	Organisation
Fal Allen	Brewmaster, Archipelago Brewery Singapore
Alexander Buchner	Brewmaster, Paulaner Brauhaus Singapore
Brewers Assoc.	Members of Export Division, Brewers Association
Gerry Yeo	Director, Beer Importers & Distributors Singapore. The first Asian to be inducted into the Chevalerie du Forguet des Brasseurs (the inner sanctum of the Belgian brewers guild).
Media Rep	SPH
Raymond Lee	Director, iBrew Singapore – distributing homebrew systems & ingredients in Singapore.
Stuart Mort	Oracle, Asia Pacific

Note: Any judge who has products competing in the awards will not be allowed to judge the categories in which their beers are competing.

Who to contact?

For more information on Asia Beer Awards, please contact Charles Guerrier, Chairman at charlie@beerfestasia.com

(G) SE Asia Microbrewery Awards.

These inaugural awards will be judged at the same time as the Asia Beer Awards. The aim of the awards is to highlight the growing diversity of beers being produced and appreciated in the SE Asian Region. In Singapore alone there are now 7 microbreweries, mostly with more than one outlet each, there are also many successful microbreweries in Indonesia, Thailand, The Philippines and Vietnam.

The beers from these microbreweries will be judged in eight (8) categories:

-          Wheat Beer (Hefeweizen or Wit)	-          India Pale Ale
-          Pilsner	-          Dunkel Weizen
-          Golden Ale	-          Stout
-          Pale/Amber Ale	-          Flavoured Beer

As with the Asia Beer Awards, Gold, Silver and Bronze medals will be awarded to the top three beers respectively in each category. It is hoped that success in the competition will help the microbreweries promote their beer to a greater audience.

Who can enter?

Any SE Asian Microbrewery that commercially brews less than 18,000 Hectolitres of beer a year may enter their products.

How to enter?

Entry is via online registration on our website www.beerfestasia.com (note: we will need to supply the direct link to the Asia Beer Awards section of the website once it is up and running).

Closing date for entries

All entries must be registered online via www.beerfestasia.com by 15^th May 2010.

What does it cost to enter?

Entry is free for all exhibitors at Beerfest Asia 2010 with the submission of twelve (12) bottles for judging per beer entered. Entry for non exhibitors is S$50 per beer entered, twelve (12) bottles per entry for judging plus S$1 per bottle shipped to Singapore to cover import duty. Once the beer arrives in Singapore all costs will be borne by the organizers. Beers must arrive in Singapore no later than 31^st May 2010 (payment for non exhibitors must also be made by this date). Details of our handling agent can be provided if required.

Who to contact?

For more information on SE Asia Microbrewery Awards, please contact Charles Guerrier, Chairman at charlie@beerfestasia.com