Tiger Beer and Carlsberg celebrate post 10.30pm drinking in SG

As today marks the first day alcohol can be consumed past 10.30pm since the Circuit Breaker in 2020, Tiger Beer and Carlsberg have launched campaigns celebrating the start of relaxed COVID-19 measures in Singapore. 

Ramping up to a night of celebration, Tiger Beer has been counting down to 29 March in a series of posts on its social media platforms, announcing that for the first minute from 10.30pm onwards on 29 March, drinks are on the brand.

The staff at 23 participating outlets will serve a free pint of Tiger or Tiger Crystal to each dine-in customer who has been seated at the outlets prior to 10.30pm and "are interested to raise a well-deserved Tiger and toast to good times ahead", Tiger Beer's spokesperson told MARKETING-INTERACTIVE. 

According to Tiger Beer, the first moment past 10.30pm is a symbolic time as it represents progress in a long journey for both F&B venues and for the people that have shown patience and resilience over the past two years.

"There’s a lot of boldness in making sacrifices for the greater good; Tiger recognises that and wanted to give something back. By being a part of this much-anticipated milestone, we’re able to contribute to an optimistic moment in an ongoing journey, and more importantly, able to really support local venues in the process – something Tiger Beer has been committed to doing for a while now," the spokesperson said.

On 24 March, Singapore Prime Minister Lee Hsien Loong made the announcement that group size limits will go up to 10 persons and masks will no longer be mandatory in outdoor settings, and alcohol can be consumed past 10.30pm at F&B joints, effective 29 March. PM Lee labelled the move as one taking a “decisive step forward towards living with COVID-19”. A poll on Instagram Stories MARKETING-INTERACTIVE also showed that about two in three people (64%) reacted positively to the announcements. 

 Tiger Beer worked with Publicis One for this campaign. 

Meanwhile, Carlsberg partnered with a whopping 57 F&B establishments to offer diners one-for-one deals for its beverages from 10.30pm to 11.30pm on 29 March. Carlsberg shared the promotion on its Instagram with a promotional picture and "Probably the best hour" captioned. The post also said: "Let's celebrate the resumption of later nights out!" along with details of its promotion. 

Here are other brands that celebrated the good news!

Carousell

Carousell took the opportunity to share a new type of listing that is now floating on its platform: Valet drivers. In its Facebook post, Carousell said: "No waiters chasing you to “tah” (chug) your drinks at 10.30pm anymore. But if anyone needs a valet, we got lobang (referring to an opportunity to use the valet drivers listed on the platform)!"

Cathay Cineplexes

Cathay Cineplexes celebrated the increased group sizes with its witty still from Spider-Man: No Way Home, which meant that larger group sizes can be seated together in cinema halls. A check on Cathay's social media platforms by MARKETING-INTERACTIVE showed that Cathay now allows up to five people to seat together in its cinema halls. 

Golden Village

Golden Village (GV) posted a series of reaction posts before and after the announcements were made. A day before the announcement, GV posted a meme where only one of three buttons could be pressed: Allow bigger groups, open the causeway to Malaysia, or no more social distancing. Luckily for GV, two out of three of those "wishes" were granted during the announcements.

GV then made a post that included several indoor and outdoor places in Singapore, prompting fans to share if they knew where they were allowed to take their masks off. The post said: "Can you tell which is outdoor and which is indoor? Asking for a friend".

It also celebrated the resumption of travel to all countries with a post of its mascot celebrating the good news.

Guinness

Guinness celebrated the relaxed measures a day ahead with a simple post captioned: "Here’s to larger tables and longer nights!" along with a picture of a pint of Guinness that said "Good things are in our grasp".

Heineken

Heineken went for the simple approach as well. Similar to Guinness, Heineken posted a picture of its bottled beers that said "Time to go out". The picture, which was posted on its Facebook and Instagram, captioned "Who’s raising a cold one with their friends tonight?"

Nando's Singapore

Nando's celebrated the ups and downs of the relaxed measures in a clever meme: While people can now dine in larger groups, more friends are going to want to "share" your food as well. Or, in this case, your PERi-PERi chips. Nando's posted the meme on its social media platforms along with the caption "Hiding my peri-peri chips under the table".

Did you spot any other trend jacks? Let us know at deepas@marketing-interactive.com.

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