The MBA office sponsored a trip to “Tiger Brewery” (Asia Pacific Brewery) on 29 September 2006. At the Tiger Tavern, beer appreciation and photo opportunities ensued.
When Zann, our NUS MBA Student Development manager, emailed us about the MBA office sponsored tour to the “Tiger Brewery” (Asia Pacific Brewery), it took just 3 hours for the spots to fill up. That must be some kind of record; but, I guess it was to be expected with an itinerary that promised a (free) beer appreciation session at the Tiger Tavern. And so, on the morning of September 29th, the excitement was palpable. We gathered outside BIZ1 and set off in a bus to APB. We got there, got our visitor tags and got set for the tour. Some of us, who were dressed up for a tête-à-tête with the CEO, were slightly disappointed when Ms Sze Yi, a friendly tour guide, stepped out to greet us instead. But the promise of free beer kept our spirits up and off we went!
A short history lesson on APB put what we were about to see in perspective. Did you know that APB was formerly known as Malayan Breweries? And did you know that they bought Anchor beer (factory, staff and machines) for a grand total of S$12 in the 1940s? And for the branding enthusiasts, did you know that Tiger changes its logo and tag-line every 10-15 years? M&A Joint venture folks, did you know that Heineken holds a controlling stake in APB and that the APB factory also produces Heineken, Erdinger, Guinness and many other brands of beer? After that healthy dose of marginally useful trivia, we moved in to look at the fermentation tanks and bottling machines.
The production process involved thousands of cans being filled, sealed, washed, packed and dispatched every minute. Fun fact 5: The brewery, which is the size of 10 football fields, only employs 500 people including the management! We stepped out of the factory floor and proceeded towards the tavern. A quick stop to check out a “feng shui” positioned Tiger statuette en route, provided photo ops aplenty. Finally, we reached the Holy Grail, the tavern. Free flow of beer, Foosball and Pool tables kept us occupied for the next hour after which it was time to go. Overall, it was an informative tour with interesting insights about one of the most-recognized brands in Singapore.
Class of 2008