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Monday, Apr 21, 2014

New Market

Unique beers to make Singapore debut at Beerfest Asia 2014

AsiaOne | Monday, Apr 21, 2014

SINGAPORE - Revellers at Beerfest Asia 2014 will be in for a treat as several unique beers make their Singapore debut, and their first foray into the Asia markets.

These include Blue Sky Pilsner (4.5 per cent alcohol), an award-winning beer brewed in traditional Czech-style by Blue Sky Brewery, which is based in Cairns, Australia. Brought in by Vespucci and Sons International Grocers, it is made with imported Premium Saaz hops for an aromatic and full-flavoured experience. There are also two new brews by German brewery Wunderbar - Wunderbar Pilsner (5 per cent alcohol) and Alcohol-free Wunderbeer which offer consumers a fresh but yet crisp and light taste that differs from typical draft beers.

For a revolutionary taste that goes against traditional beer flavours, exhibitor Beerstyle Distribution will be bringing in USA-based Rogues Ales' Rogue Voodoo Doughnut Pretzel, Raspberry, and Chocolate Ale. This type of beer is best consumed when paired up with doughnuts and other desserts. This ale is only available at Beerfest Asia 2014 and nowhere else in Singapore.

Beerfest Asia also embraces the world of ciders. One such cider is the limited edition Savanna Dark by Distell Group from South Africa which comes in its signature black bottle that will only be available at the festival. It is an all-natural cider, slowly crafted and brewed to deliver a distinctive full flavour, while possessing the crisp, premium apple taste.

Serious beer enthusiasts who look forward to hand-crafted beers will not be disappointed. There is also Baladin Beers from Italy, renowned for its spiced beers which count spices and aromatic herbs such as rosemary, ginger and aniseed as its main ingredients brought in by exhibitor Dre@mfields. Spiced beers making their presence at Beerfest Asia 2014 includes the "Isaac" which is made from raw wheat and flavoured with coriander and orange zest; the "Wayan" which comprises ingredients such as five different cereals and nine different spices and the "Nora" which is brewed with wheat, myrrh and ginger.

In total, beer enthusiasts at the upcoming Beerfest Asia 2014 can look forward to sampling more than 400 beers from 30 countries.

"We see more exhibitors launching new beers at Beerfest Asia over the years, using the festival as a gateway to introduce their products to both consumers and also to industry colleagues in Asia. The festival is not just about raking in sales for these exhibitors during the four festival days. A lot of leads are also spun off at the festival, leading to potential business growth," said Mr Edward Chia, Festival Director of Beerfest Asia 2014 and Managing Director of Timbre Group.

Currently in its sixth edition, Beerfest Asia is Singapore's premier beer festival, targeting both industry players and consumers. This four-day festival is organised by Beerfest Asia Pte Ltd, which is co-owned by Sphere Exhibits Pte Ltd and Timbre Group. Sphere Exhibits is the events, roadshows, and exhibitions arm of Singapore Press Holdings Limited (SPH); while Timbre Group is a home-grown music and lifestyle company that is behind the chain of Timbre live music bars, festivals and music academies.

This year's event will be held from 12 to 15 June 2014 at the Marina Promenade (F1 tracks behind Singapore Flyer) and is presented by United Overseas Bank Ltd (UOB).

Beerfest Asia has grown in size and stature over the years, with last year's event attracting a sell-out crowd of over 30,000 participants.

Visitors to Beerfest Asia 2014 can also experience rock concerts featuring renowned tribute bands from Australia. This year will see the return of popular acts such as Queen tribute band "Killer Queen", a perennial favourite at all Beerfest Asia events. Back by popular demand, it will enthrall with its full costume and instrument presentation to reproduce the original band's trademark sounds and stage presence.

Making its first time appearance at Beerfest Asia 2014 is Australian-based Chick Flick, an all-girl rock band who will perform a mixed bag of influential rock anthems from Guns & Roses, Led Zeppelin, AC/DC, Bon Jovi and Pink.

Local musicians will feature their distinctive brand of musical styles at Beerfest Asia 2014. FungkiMunkees is a 9-piece band made up of musicians from the US, Europe, South America and South East Asia and will play some of the funkiest and grooviest hits. JS Funk (Japan-Singapore Funk) brings together prominent Japanese and Singapore talents and offers an upbeat funk, soul, drum & bass jazz infused musical showcase.

Beerfest Asia 2014 promises a holistic experience for the casual social drinker as well as the serious beer connoisseurs. There will be beer appreciation talks and workshops helmed by industry speakers as well as auctions of beers and special merchandise. Visitors will also stand a chance to win prizes when they participate in exciting games and festival activities.

For the first time, there will be a Brewkids Playard which is a play area for kids between the ages of 4 and 12 years (kids of ages 3 years and below must be accompanied by an adult who can enter for free). Located in the Comedy Lounge, this play area comprises indoor bouncing castle, ball pools and arts and crafts activities to keep the kids occupied. There will also be musical instruments workshops conducted by Timbre Music Academy. Brewkids Playard is opened only on Sunday 15 June 2014, from 12pm to 6pm and admission charge is $5 per child.

Ms Elaine Chia, General Manager of Sphere Exhibits, said: "Beerfest Asia has grown in stature over the years, both as a trade event targeting the industry players ranging from retail, to hospitality, food and beverage; and as a popular consumer event for both serious and casual beer enthusiasts. Sphere Exhibits will continue to work with partners such as Timbre Group to expand and develop exciting programmes to meet the business and lifestyle needs of our target audiences."

Tickets are now on sale from SISTIC (www.sistic.com.sg / (65) 6348 5555) from S$20 onwards. Limited UOB Exclusive 4-Day pass at S$55 are available while stocks last. All tickets include one complimentary welcome beer (with the exception of VIP tickets) that can be redeemed on the festival grounds.

For die-hard Beerfest Asia fans, limited VIP Packages with benefits such as eight hours of free-flow beers and express entry at the festival gates are also available.

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