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Beer companies have always been known to be creative in their marketing – just look at the number of accolade-winning television commercials and publicity stunts. In Singapore recently, Asia Pacific Breweries, the good folks that brew the much-loved Tiger beer, as well as Heineken (under license), have sent us a press/blogger kit that brought a smile to our wrinkly faces (we 175proofers are that old).

This kit, delivered to our offices, blasted us into the glorious past of Nintendo 64, NES, Atari mashing days. Those were times when a joy stick WAS a joy stick, not just a game controller pad.

Anyone old enough to remember this contraption? Credit: http://www.dansdata.com/ataristick.htm

Anyways, Heineken’s Green Room sessions are world-renowned and an institution among the hip, happening and in-the-know. According to Heineken’s Green Room Wiki page, the aim of the Heineken Green Room is to provide a platform for attendees to explore new music dimensions with fresh music performances. Aptly, to launch series of session, APB sent out the kit containing not just this cool looking NES cartridge box replica containing a brochure booklet and a thumb drive containing the press release and screen shots, it also came with a Pacman-like game which led us thru a description the Green Room music activities and DJ profiles. Informative AND fun, we say!!

Slot in your quarter now

Although we’re a bit late to report this event, nonetheless here’s a descriptor[tor of the noteworthy event. The Heineken Green Room invites you to experience life in 8-Bit with the German maestros of minimal techno, Robag Wruhme and Superpitcher, joined by Heineken Green Room Sound Council member, Donovan Wong, as the opening act. Taking place on Saturday, 13 November 2010, at the former Kallang Theatre, this aural and visual music playground advocates the principle of "Less is More", which is the magic mantra of minimal techno. "8-Bit Blitz" will render this unique experience that celebrates musical progression in full pixelated glory, offering Heineken Green Room members and invited guests all that 8-bit life has to offer [credit www.insing.sg].

Details of Heineken Green Room “8-Bit Blitz”

Date: Saturday, 13 November 2010

Time: Doors open at 9:30pm

Venue: Kallang Theatre (Former), 1 Stadium Walk, Singapore 387688

The Heineken Green Room Programme

Known for pushing boundaries, Heineken Green Room, Singapore’s elite community of discerning music lovers and trend-setters, is a staple in the local music circuit. The concurrent establishment of the ‘by-invitation-only’ Heineken Green Room series of events in 2002 has provided a one-of-its-kind platform for members to explore new and unknown music dimensions, long before they become fads. These events have redefined the local music scene, bringing artistes like The Cuban Brothers, The Rakes, Moderat, The Gaslamp Killer and most recently Kode9 to these shores.

Members can also stay ahead of the pack with exclusive privileges from partners like EpiCentre, Zouk, Fred Perry and Stereolab, as well as new and exclusive music content at www.heineken.com.sg/greenroom.

The upcoming Heineken Green Room event has been organised by Heineken in collaboration with Zouk. Interested music enthusiasts can log on to www.heineken.com.sg/greenroom to attempt to qualify for a Heineken Green Room membership.

Scorpodeck!

Heineken have also done well to incorporate foursquare into their social marketing mix. Its a pity we missed this event in Singapore as we were travelling for work but hey, if the event is a winner, we’ll definitely strive to make it there next time! And thanks for the T-shirts, APB! They look fab on our well-sculpted, copious Heineken-induced bods!

Experience the Power of Touch with Heineken
Heineken launches fresh look for its cans, the first beer brand in the world to do so with Tactile Ink

Small details make all the difference. Heineken understands this and that is why Singapore’s most enjoyed premium international beer is bringing another world first to discerning beer lovers: a new multi-sensory packaging. True to Heineken’s commitment to innovation, the brand has dedicated two years to this design update, ensuring all elements have been taken into consideration to produce a subtle but significant difference that is set to enhance the drinking experience even more.
The new Heineken Tactile Can features the breakthrough application of tactile ink to complement a new fluid and dynamic design, resulting in a stylish, embossed effect, but with the same great refreshing taste. The tactile nature of the new can stems from the application of a unique Heineken–green coloured ink that forms a series of tiny raised dots on the surface. When held, the
improved grip and hand-feel becomes noticeable, with its texture giving the impression of condensation. This unique combination of visual and sensory elements makes the new can instantly recognisable, both by sight and by touch.

Invoking more than the “Power of Touch”, the innovative look is complemented by a curve design, inspired by Heineken’s iconic racetrack label, which follows the circumference of the can, weaving in the familiar Heineken green with cool aluminium. A new vertical logo is also featured, proudly culminating in the prominent and familiar red star – an old brewers’ symbol.
Celebrate the fresh visual identity of the Heineken can with the Heineken Touch Maze in One Fullerton from 12 to 16 October between 6:00pm to 1:00am, where enthusiasts have to find their way through a pitch dark maze. Guided only by the Heineken tactile dots and their heightened sense of touch, they will be led to an exclusive Heineken bar at the end of the maze, where they will be one of the first in Singapore to experience the Heineken Tactile Can.

The Heineken Touch Maze will then make its way around high-traffic areas in Singapore, appearing outside Wisma Atria from 21 to 31 October and then at Clarke Quay from 5 to 10 November.
Experience the power of touch with the Heineken Tactile Can, which will be launched in 330ml and 500ml variants in Singapore from 1 October 2010 at participating supermarkets, hypermarts and convenience stores.
For more information on the Heineken Tactile Can, please visit www.heineken.com.sg.

Someone sent us this link yesterday which lists Top 5 breweries worth visiting. No surprises that St Jame’s Gate is on this list and we agree that this should be on the bucket list of any beer lover. Unless we’ve visited every brewery in the world, we wouldn’t dare create such a list. You decide…

Pot of gold, at the end of the tramline

Being in Amsterdam a few weeks back, I had the chance to visit the original Heineken Brewery with 3 other mates. It no longer produces the golden liquid but has become a living “advertisement” for Heineken. Costing about 15Euros per person, you get a walk around which ends off with a meagre 2 glasses of Heineken. To which, someone commented, “Is this how they reward their loyal customers?”

Dear Mr Heineken, can you count beyond 2?

But my “die die must try” recommendation is Heineken Zero and

Drink Amstel when in Amstel(and)

Amstel Extra Cold, both of which are served at zero degrees. You won’t find these in every bar and can be identified by a different tap, completely frozen. If maintained and served correctly, the foamy head tastes almost like slush. The best bar we found that serves this to perfection is the Old Sailor, located in the red light district at about 6Euros a pint. Try it, you will not regret this one.

Finally, thanks for all your leads on story ideas, keep them coming!

In my course of work, I end up visiting and checking out many hotels. This time round, I went round several in the Causeway Bay area and there’re basically only two 4-star hotels in that bustling area and a few boutique hotels. But the 5-star Crowne Plaza will be opening there in October.

Anyway, sticking to the subject if booze, I did a site inspection of Excelsior Hotel and checked out the basement Dickens Bar. The staff were preparing for lunch but what caught my eye was the number of beer taps and in particular, a Marston’s Pedigree draft.

I promised myself to attempt a return after the day’s business obligations and did exactly that.

Dicken’s has to be one of the best pub finds in Hong Kong. It has 11 taps including the Pedigree ale. As it was served, it looked like a typical British ale, light amber in colour and took some time to settle, building a nice, heavy layer of froth.

But what struck me was the sweet taste. At first, I thought the glass was dirty, shifted around the glass and took another gulp. But the sweet taste was unmistakable. It’s a sweet, fruity, creamy ale and the sweetness linger through the after taste. For the guys out there, if you like Hoegaarden but think it’s too girly to be seen with a pint in your hand, Pedigree could be your next best alternative. Unfortunately, I doubt you’d find this ale available readily in Asia Pacific.

The selling point of this joint must be the 11 beer taps, including Victoria Bitter! Seriously, how often do you find VB on tap? I’ve been to Sydney, Melbourne, Perth so many times and hardly seen the green label available fresh in most pubs. But here it is in Hong Kong! Other taps included are the usual suspects like Tiger, Heineken, Carlsberg, Strongbow, Hoegaarden, Kilkenny, Leffe, Guinness and San Miguel.

It does have a decent selection of bottles too including regional brews like Tsing Tao, Blue Girl or try the Guinness Foreign Extra Stout. Still, with 11 tap, it has to be one of the city’s most crowded bar tops and why would you drink bottles?

If you know of another pub in Hong Kong with more taps, do let us know!