Brands find their place at Beerfest

JAGERMEISTER   PACIFIC BEVERAGES   EVENT PARTNERSHIP

Singapore - Beerfest Asia has clinched returning event sponsor OCBC Bank and partner Jagermeister this year. Marketing Events asks the brands how they have been leveraging the annual beer festival.

Pacific Beverages has been involved in Beerfest Asia since its inception to gain awareness and market share for liqueur brand Jagermeister.

Mark Wilson, general manager for sales, marketing and operations at Pacific Beverages, believes there is no better platform to showcase a portfolio of beverages to a crowd "that is dedicated to the enjoyment of imbibing great quality beer and alcoholic beverages and having a lot of fun".

According to Wilson, the small and competitive local marketplace may not allow a brand to get its sufficient share of voice due to constraints caused by physical space, contractual restrictions, or high costs in market entry and promotion.

Hence, Beerfest Asia is a platform where an organisation such as Pacific Beverages can showcase their brands as intended, where "the ability and opportunity to promote a beverage in absolute accordance to the brand identity, image, personality, and value proposition is rare".

"Having the consumer respond to your efforts with energy and enthusiasm and loyalty, and then take this loyalty back out into the market, once Beerfest Asia is over, is where the true value lies," Wilson says.

Jagermeister's partnership with Beerfest Asia this year will see the brand involved as the "Official Party Shot" and music partner, with cold shots sold at S$5 each and Jager Energy sold at S$10 per serving.

Customers that spend S$20 in a single order will receive a limited edition Jagermeister Rock-Mit accessory.

"The Jagermeister booths will be set-up directly in front of the live-music stages - and when people want to party, there is no better mix than great music, great friends and ice-cold shots of Jagermeister," Wilson says.

Meanwhile, OCBC returns as the official sponsor for the event for the second year.

The holistic partnership the bank has with Timbre Group comprising Timbre Rock & Roots, Beerfest Asia, and Timbre's group of restaurants provides OCBC card members with exclusive privileges to popular concerts and lifestyle events in Singapore.

"This is in line with OCBC Cards' business strategy in offering experiential card benefits in entertainment and the arts," Alice Goh, head of OCBC Cards at OCBC Bank says.

OCBC card members at Beerfest Asia 2012 will get to enjoy priority sales and discounted passes to the event.

There will also be an OCBC VIP booth to promote OCBC cards and services, as well as a hospitality area for hosting the bank's corporate partners.

Beerfest Asia will be happening for the fourth time at the Marina Promenade from 7-10 June this year. It will also be the largest dedicated beer trade event in Asia with an anticipated 2,000 local and 400 international trade guests visiting on the first day.

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