Touring (and Tasting) the Tiger Beer Brewery

July 28, 2012 Blog no comments

Tour of Tiger Brewery

Have you wondered what ingredients go into that perfect brew? Or how cold your Tiger beer should be served?

Well, you can join the Tiger Brewery Tour for an intoxicating insight! Thanks to Asia Pacific Breweries (APB), my colleagues and I from the Association of Singapore Attractions had a chance to learn how the world famous Tiger beer is being made on a daily basis. Stimulating the five senses – sight, sound, scent, taste and touch – the tour allowed one to experience the Tiger brand in a holistic fashion. 

Held at the APB plant itself at Jalan Ahmad Ibrahim, the tour takes one through a visitor’s centre with an orientation video, the Brew House where one learnt how the various ingredients come together, the Packaging Gallery enlightening one on the bottling and canning process, as well as the Tiger Den and Tiger Tavern.  You can book a tour by signing up here (note that they’re only open from Mondays to Fridays from 10 am to 5 pm).

Tour of Tiger Brewery
Touted as “The Ultimate Tiger Brewery Experience”, the tour was both educational and entertaining (especially towards the end).

Tour of Tiger Brewery
At the visitor centre, one can play a game of beer trivia. I’m sure you have no problems recognising the brands made, bottled or distributed by APB.

Tour of Tiger Brewery
Tiger Beer memorabilia through the ages. These are certainly collector’s items for Tiger beer fans through the years.

Tour of Tiger Brewery
A delivery “truck” awaited us as we walked through the grounds of the premises.

Tour of Tiger Brewery
Before we entered the Brew House, we were given a briefing by our rather sober guide on the step by step process of beer making.

Tour of Tiger Brewery
Can you name the four ingredients that goes into a beer?  Give up? Well, they are malts, hops, yeast and water. A sample of these were availabel for visitors to see (unfortunately we couldn’t taste them).

Tour of Tiger Brewery
We next walked into a huge plant where the process of milling, mashing and boiling, fermentation, storage and filtration are done. Unfortunately photos are not allowed. However, you can see some photos of the boiling and fermentation tanks and pipes here.

Tour of Tiger Brewery
The old trucks carrying barrels of beer were quite a sight to behold. Compare this to the more modern version seen earlier.

Tour of Tiger Brewery
“Tiger tiger burning bright, in the forests of the night…” Guess who penned those words?

Tour of Tiger Brewery
The Packaging Gallery enlightened us on the process of how beer was bottled or canned with an “interactive” movie starring local actor Gerald Chew.  Following that introduction, we were whisked to a room full of equipment. Here you can see how beer bottles are electronically scanned for defects.

Tour of Tiger Brewery
Its probably every man’s dream to have one of these at home or in the office…

Tour of Tiger Brewery
Apparently, the Tiger beer taps at pubs and clubs have evolved over the years. Not that anybody quaffing a draft would have noticed anyway…

Tour of Tiger Brewery
These rather antiquated looking cylinders, tanks and jugs help to explain the various steps involved in beer brewing back in the good old days. I guess beer making is both an art and a science.

Tour of Tiger Brewery
Meanwhile, Underwater World GM Peter Chew shows us how to pour the perfect glass of beer with the right amount of head (foam) at the top.

Tour of Tiger Brewery
Another interactive game where kids (or adults) could occupy themselves while learning a thing or two about the bottling process.

Tour of Tiger Brewery
For the beer geek (eg Daniel Goh of The Good Beer Company), these little factoids should slake their thirst for knowledge. Of course the biggest news now is that global brewing giant Heineken is offering to buy APB with a $5.1 billion takeover offer.

Tour of Tiger Brewery
More yeasty blasts from the past with these heritage beer trays over the ages.

Tour of Tiger Brewery
The Tiger Den offers lots of merchandise for aficionados and collectors alike.

Tour of Tiger Brewery
I’m sure many of us would have seen a Tiger beer glass (or 3 or 10).

Tour of Tiger Brewery
Finally, the most important stop for the afternoon was the Tiger Tavern. Decked in warm hues of dark wood and leather, it brought back an old world charm.

Tour of Tiger Brewery
We were more than surprised by the generous buffet spread which awaited us that day. The food certainly filled our stomachs.

Tour of Tiger Brewery
My choice of beer that evening was an Erdinger, flanked by two glasses of cider ordered by my other colleagues. Cheers, Yam Seng and Kanpai!

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.

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