By Ian Neubauer
Premium international beer importer Drinkworks is holding a unique series of on-premise events to market the most recent addition to its portfolio — Singapore’s Tiger Beer.
Dubbed ‘21 Days with Tiger Beer’, the campaign that kicked off on Monday (November 10) comprises of 21 artistically themed experiences held at 21 different bars over 21 days. The ‘21’ theme was derived from the number of days it takes to manufacture a Tiger beer.
Each event will showcase a form of artistic expression, from film to fashion shows, live music and more. Also included are four ‘Mystery Events’, the details of which are yet to be announced.
“They are events that Tiger feel are representative of its brand identity, things that are not necessarily mainstream,” said Drinkworks brand manager, Romy Lee Wolman. “It’s a way of doing something different to get the brand out there and to the right audience.”
‘21 Days with Tiger Beer’ will visit prominent bars in Sydney, Melbourne, Brisbane and Perth.
Tonight’s event will be held at the Bank Hotel in Sydney’s Newtown from 6:00pm.