As part of this, the company will run its 'Cookie for Charity' initiative to raise funds through the sale of almond cookies in support of the meal and grocery programme created by the Kreta Ayer-Kim Seng constituency.
The meal and grocery programme, first launched in 2007, provides elderly people at the constituency with regular and nutritious meals.
To promote the cause, Asia-Pacific Breweries (APB) has tied up with media personalities Irene Ang and Rosslyn Lee. Both celebrities will make a special guest appearance on January 26 to interact with the public and help with the sale of almond cookies.
APB is also organising an annual charity dinner for the senior citizens living in the constituency on January 28.
Tiger Beer has launched its new year theme campaign centered around ‘Ushering in prosperity together for the New Year’ with a series of promotions, road shows and activations at different sales channels.
The beer brand will be offering promotions at coffee shops and diner outlets across Singapore with a total of $999,999 worth of prizes. It has also created its first limited-edition Chinese New Year pint bottle, redeemable by consumers who submit Tiger Beer crown liners bearing the shape of the bottle.
The road shows, which started on 9 January at coffee shops and hawker centres, will run for one month.
Other APB brands including Guinness and ABC Extra Stout are also planning initiatives around Chinese New Year. Consumers who collect Guinness Foreign Extra Stout bottle crown liners bearing the harp logo will receive gifts. Guinness too offers a limited 10-pack edition at major supermarket outlets. ABC Extra Stout has discounts and promotions for buyers.
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