If you grew up in Singapore and spent time at coffee shops, you would have seen them in branded uniforms balancing trays, remembering orders, and greeting regulars by name.
Beer promoters have long been part of our coffee shop culture. They serve during football nights, during family dinners, and on evenings when people stop by for a drink to unwind after work. For Bell and Jessie, that was where their careers began.
[Bell on the left, Jessie on the right]
Where it all started
Bell joined in 1999 and Jessie came on board in 2000. Back then, there were fewer brands and less competition. The job was straightforward: serve customers with a positive attitude.
As Brand Promoters, they were no strangers to assumptions. When people hear “beer promoter,” they form a stereotype. But Bell and Jessie were never bothered by it.
“It depends on your mindset,” Bell said. “Any job can be judged. If you believe in what you’re doing, you stand by it. This job taught me sales ability. I learned to smile more, to watch my service attitude, and to improve on my mindset.” Over time she learned to read the room before stepping in and to put herself in the customer’s shoes, skills she still uses in her role today.
A company that invested in them
When the opportunity to step up as Promotions Officers came, Bell and Jessie took it. But stepping into an office role after years on the ground was not a small jump. It came with a different set of expectations and a whole new skill set to build.
APB made sure they did not have to figure it out alone. Bell was candid about where she started. “My English was not good. I didn’t know how to use a computer. But APB was willing to train me. I went for English classes and Excel training, and I learned over the years.”
That investment made a difference. Jessie said her colleagues were helpful and that there was always room to grow at APBS. For her, growth was never just about a job title but the experiences that the company made possible when it believed in its people.
That willingness to invest in people, and the willingness of people to grow in return, is a big part of what has kept both women at APB for more than two decades.
Paying it forward
Today, Bell and Jessie’s roles look very different from where they started. As Promotions Officers, they plan activations, guide Brand Promoters in the field, and step in to resolve issues on the ground. They are also quick to set the record straight on a common misconception: At APB, Brand Promoters are not expected or required to drink on the job.
“Sell with your sales ability.”
Jessie keeps her advice simple.
“Have confidence in yourself.”
Bell and Jessie’s story is a reminder that careers are built from the ground up, shaped by experience, skills, and the people and companies willing to invest in your growth. Where you start does not determine where you will grow. Sometimes, the foundation for a meaningful career is laid right on the ground.
Cheers to Women in Beer!