Carlsberg Singapore to re-launch Zsofi Tapas Bar as co-branded experiential bar

The bar is currently in the renovation planning stage. It is set to be ready by early March.

It is planned that the bar will create a “permanent” brand experience, with relevant interior design and decorations. There will be two physical bars within Zsofi that will be branded with Carlsberg and Kronenbourg 1664.

It is targeted at the "internationally influenced" drinking crowd aged between 25 and 45.

Bart Lim, general manager of Carlsberg Singapore, said the experiential bar will allow customers to have a memorable experience as they enjoy a portfolio of premium beers and cider such as Carlsberg, Kronenbourg 1664 and Somersby.

The three-year partnership between Carlsberg and Zsofi is managed by Orbital Group, which is in charge of the creative execution of the bar design. It is understood that Carlsberg has plans for more experiential bars in Singapore, but details were not revealed.

Daniel Ng, business planning director of Orbital Group, said this opportunity presents a perfect relationship between the brand and channel.