At APBS, we don’t just make beer. We’re part of the everyday story – a drink that has found its place at tables across Singapore, shared among friends, family, and neighbours in the moments that make life in Singapore what it is.
From sparking conversations with strangers to deepening lifelong friendships, beer has a way of creating moments that matter. As one of the country’s oldest brewers since 1931, we have seen how a pint can bring people together in ways nothing else can. It’s more than just a drink; it’s part of who we are.
The Original Icebreaker
Before social media or dating apps, beer was the way people came together, an icebreaker that still hasn’t lost its charm. Whether you’re catching up with old friends or making new ones, sharing a cold one has long been the preferred way to connect over life’s little joys.
It’s always been Tiger Time – decades later, Singapore’s go-to beer still brings people together!
From the neighbourhood kopitiam to the trendy downtown bar, 75% of Singaporeans now name beer as their top choice for a night out, according to a survey of 600 Singapore citizens and permanent residents that the Singapore Beer Industry Association (SBIA) commissioned for their whitepaper earlier this year. And for good reason – beer is a drink that everyone can enjoy; a drink that effortlessly brings people together, no matter where or when.
“Usually, [beer] is just [about] bonding with friends after a week of work […] and just to wind down and chill, relax.”
“Beer is an important part of social life… For me, hanging out at kopitiams is reminiscent of the German biergarten (beer garden) culture.”
A Toast to the Economy
But beer isn’t just about bringing people together – it’s also a force that drives livelihoods across and support for people and the economy.
The beer industry generates over SGD 1.5 billion annually, directly employing over 1,200 individuals and supporting the employment of over 265,000 people across Singapore’s F&B, hospitality, and marketing sectors. From the service staff who pours your pints to the logistics teams who deliver them to the agencies who create the campaigns that bring beer to life, the beer industry touches every corner of our economy.
“People come for the beer and to meet friends, so it has a critical role to play to get customers into our outlets.”
“It [beer] is a go-to drink. If we were to choose out of alcohols available in Singapore, beer has the strongest culture.”
While the future of Singapore’s beer market looks promising – with projections reaching 140 million litres by 2025, buoyed by our F&B and tourism industries – it’s not without its challenges. The changing economic landscape and rising costs mean that, like any industry, the road ahead may not always be smooth.
Star of the Scene
While beer may make headlines at the Singapore Grand Prix and Beerfest Asia, it’s in the everyday kopitiams that it finds its heart and soul. This is where stories are shared, friendships are built, and communities thrive.
“Beer is a strong part of the culture in that it brings people together for social interaction.”
Raising a bottle to where real connections happen and the spirit of community thrives!
Beer in these kopitiams isn’t just a drink – it’s a social tradition for many, a way to be part of a bigger community and a reminder of simpler, more genuine times.
“My late father was a bus driver and deaf in one ear, so he usually doesn’t make friends easily. He has this regular group of coffeeshop-drinking friends who gave him support which he did not get in other settings. When my father passed away, his gang of beer-drinking friends came for the funeral wake every night. And I’m like, you know, if not for beer, if not for the relaxed setting, would any of these uncles actually have accepted my dad who was hearing-impaired and not well-educated?”
While Singapore’s grand events celebrate beer’s global appeal, it’s the everyday kopitiam experience that quietly holds the fabric of our beer culture together.
“I believe there is a beer culture in Singapore, particularly the local beer and it is mostly related to the hawker centres which are very casual.”
The Rise of Zero-Alcohol Heroes
But today, it’s not only all about the buzz. Beer is evolving to suit changing tastes, and so are the choices. Today, more Singaporeans are embracing zero-alcohol and low-alcohol beers (like our Heineken 0.0 and Tiger Radler!) allowing them to be part of the fun without overdoing it. In fact, the SBIA survey revealed that 60% of Singaporeans believe that beer actually helps regulate alcohol intake – so even with a zero-alcohol option, it’s all about balance and the social magic stays. And close to 70% believe that responsible drinking is an important part of the lifestyle and culture we value here in Singapore.
Zero buzz, maximum fun! You can still sip and cheers in style with zero-alcohol brews!
More Than Just a Drink
At the end of the day, beer’s real power is its ability to connect us.
From the lively gatherings at festivals to the familiar comfort of a kopitiam, beer has a way of turning everyday moments into something memorable. It’s a quiet force that binds us – a drink that celebrates friendships, sparks new conversations, and becomes part of stories shared across generations. In many ways, it’s woven into the fabric of Singapore’s social life, bridging our differences and making every shared moment a little richer.
“Beer is more than just a beverage; it stands as the most beloved alcoholic drink. Beer brings people together, sparks conversations, and creates unforgettable moments. I am proud to be part of an industry that fosters economic growth, social harmony, and environmental stewardship. We will continue to raise the bar for what a responsible and sustainable industry can achieve.”