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Beerfest Asia 2010 attracts 3,500 visitors on opening night

Singapore, 17 June 2010 - Beerfest Asia 2010 attracted over 3,500 visitors on its opening night yesterday evening. The event is jointly organised by Sphere Exhibits, a wholly-owned subsidiary and the lifestyle event arm of Singapore Press Holdings (SPH), and Beerfest Pte Ltd, a subsidiary of Ublues Group. 

Located at the Marina Promenade beside the Singapore Flyer, Beerfest Asia 2010 aims to be the signature event for the beer trade industry as well as avid beer consumers. In its second year, Beerfest Asia 2010 is twice the size and scale of last year's inaugural event. More than 250 types of beers from 30 countries around the world are available for festival goers to sample during the event which runs from 16-20 June. They range from the mainstream brands such as Fosters, Carlsberg and Tiger to exotic seasonal niche brands from Armenia, Poland and Vietnam, among others.

Visitors to Beerfest Asia 2010 can also look forward to tucking into an array of "beer food" such as satay, sausages and pork knuckles. They can also take part in quirky and exciting games and festival activities. In addition, there are live musical acts from internationally-renowned tribute bands in the likes of U2, Queen and AC/DC as well as popular local bands and musicians who will be playing at the event.

A key highlight for Beerfest Asia 2010 is the live broadcasts of the World Cup 2010 football matches from now till 20 June on big screens. The upcoming matches include tournament favourites Argentina and Germany, Asian representatives Japan and South Korea as well as footballing nations with strong partisan support such as England and the Netherlands.

Said Mr Chua Wee Phong, Executive Director for Sphere Exhibits, "We are encouraged by the turnout for the opening night of Beerfest Asia 2010. This is a multi-faceted lifestyle event offering new and differentiated experiences for both consumers and the beer trade industry. Beer distributors can directly engage beer aficionados and test yet-to-be-launched beers in a relevant customer base to gauge market readiness. For consumers, they can look forward to a rowdy beer-drinking session at the Live World Cup Tent or indulge in a more intimate beer-tasting experience at the World Beers Tent. We will work closely with Ublues Group to broaden the scale and elevate Beerfest Asias popularity as the signature beer event for the trade and consumers."

Mr Edward Chia, Festival Director of Beerfest Asia 2010, said, "We are very pleased with the response to the opening night of Beerfest Asia. There is strong turnout, ticket sales have been brisk and our trade partners registering good sales for the opening night. This reaffirms that we have a business model that works well and appeals to both consumers and industry partners. We will continue to grow the event and are looking ahead to make future editions of Beerfest Asia bigger and better and for it to be an integral part of the Singapore events calendar."

Event Details -

Date: 16 June (Wednesday) to 20 June 2010 (Sunday)


  • 16 June 2010: 6pm – 1am / Doors open from 4pm for invited trade guests
  • 17 June 2010: 6pm – 1am
  • 18 & 19 June: 6pm – 5am
  • 20 June 2010: 4pm – 12am

Venue: Marina Promenade (F1 tracks behind the Singapore Flyer)

Ticketing: BYTES

Hotline: (65) 6332 6919
Box Office: 1 Old Parliament Lane, The Arts House, Level 1, Singapore 179429

For more information on Beerfest Asia 2010, visit the official website at

Issued by Singapore Press Holdings Limited
Co. Regn. No. 198402868E

For media enquiries, please contact:

Ms Mandy Wong
Senior Manager
Circulation Marketing
Sphere Exhibits Pte Ltd
DID – 6319 2150 / HP: 9782 5411
Email –

Mr Yeo Siew Chi
Assistant Manager
Corporate Communications
Singapore Press Holdings Limited
DID – 6319 1586 / HP : 9749 5105
Email –

Ms Low Seow Yee
Beerfest Pte Ltd
DID: (65) 6338 8277 / HP: (65) 9845 5881
Fax: (65) 6338 8077

About Sphere Exhibits Pte Ltd

Incorporated in April 2008 and wholly owned by Singapore Press Holdings (SPH), Sphere Exhibits, which stands for "SPH Events, Roadshows and Exhibitions", aims to be the leading lifestyle event company behind exciting and innovative fairs, shows, events and exhibitions for mid to high-end consumers.

Backed by a committed and experienced team of professionals and SPH's comprehensive range of advertising platforms, these events with unique concepts will not only draw local audiences but also regional participants. Sphere Exhibits is committed to building memorable and quality events which will be founded on research, planning, an established network of resources, and a wild but solid imagination.

About Beerfest Pte Ltd

Beerfest Pte Ltd is subsidiary of lifestyle company Ublues Group and the brand owner of beer festival, Beerfest Asia. Beerfest Pte Ltd is set up to initiate and spearhead the beginnings of the only and largest beer festival in Southeast Asia. The idea behind Beerfest is the experimentation process of finding and enjoying beers that consumers may never, otherwise encounter locally. It is also a trade event for industry colleagues to exchange dialogue and promote their products. With plans to grow the festival in the region, Beerfest Pte Ltd is committed to develop the festival to become the premier beer marketplace in Asia.

Ublues Group Portfolio of Brands:

Malted Milk
Timbre Catering
Timbre Music
Timbre Rock & Roots
Beerfest Asia