7-Eleven and Tiger Beer brew up 'Instagrammable' beachfront store at Sentosa

7-Eleven and Tiger Beer have unveiled their very first beachfront convenience store at Palawan Beach Walk. According to 7-Eleven, the Instagrammable store can be spotted from afar with its vibrant murals and unique graffiti artwork on its facade.

7-Eleven's spokesperson told MARKETING-INTERACTIVE that it chose to work with Tiger Beer because both brands are similar when it comes to innovation and delivering fun and exciting offerings to consumers. "When we decided that the store would be located in Sentosa, it was essential to keep the target audience into consideration – we wanted to be relevant to families, young adults as well as tourists while also staying true to our iconic products and offerings," the spokesperson said.

According to the spokesperson, the aim was to not just create a usual store but an attraction spot where its target audience would want to spend time. 7-Eleven leveraged on earned media coverage for its joint announcement with Tiger Beer and Sentosa and will be raising even more awareness about the store and its promotions through its social media channels. It will also work with social media influencers to promote the unique store and its offerings. As part of further promotional efforts, 7-Eleven also implemented OOH advertisements within Sentosa and flyer distributions to promote the store.

Steven Lye, MD of 7-Eleven Singapore, said the company is reimagining convenience at the beach with its first beachfront store, which is targeted at families, young adults and tourists. "We hope that customers will be able to enjoy our new concept store with its unique design and special murals," he added.

At the same time, Yogender Sharma, marketing manager of Asia Pacific Breweries Singapore, said this is a great collaboration with 7-Eleven where the team pushed the boundaries and found innovative ways to showcase Tiger Beer. "Tiger has a special bond with beer-lovers, and we believe that the beachfront store at Sentosa Palawan Beach would energise the experience by bringing consumers the smoothest beer and greatest vibes," Sharma said.

Meanwhile, Chew Tiong Heng, divisional director (business and experience development), Sentosa Development Corporation, said the new store concept is an example of the novel and imaginative experience that it is curating for guests on the beach.

The store offers Tiger beer on reverse tap, exclusive Nitro Tea and icy Arctic Coke and 7-Eleven items such as Mr. Softee and 7CAFÉ. The reverse tap bar will automatically dispense the right pour of beer in each cup consistently without the need for a bartender. The store is also offering promotions and special treats on 25 and 26 June to kick off its opening celebrations.

Separately in Hong Kong, 7-Eleven's 7Café unveiled a pop-up store in Mong Kong in April offering new beverages and delivery services, showcasing the brand's commitment to providing customers with "good quality and good value products". To better meet customers' needs, the brand allows customers to order food and beverages on DFI Retail Group's loyalty programme "yuu", with the delivery time being less than an hour.

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