Chris Reed
May 22, 2012

Carlsberg v's Heineken: who rules entertainment?

Heineken's Green Room at the EsplanadeSingapore is the stage of a ferocious battle between Carlsberg and Heineken for the mouth’s of thirsty Singaporean event goers. Both have both focused on ...

Carlsberg v's Heineken: who rules entertainment?

Heineken's Green Room at the Esplanade

Singapore is the stage of a ferocious battle between Carlsberg and Heineken for the mouth’s of thirsty Singaporean event goers. Both have both focused on entertainment venues to fight it out.

Carlsberg have been appointed the  official beer of the Singapore Indoor Stadium which could lead to them being the beer of the sparkling new Sports Hub, the 60,000 seater stadium when it is completed in 2014.

This gains Carlsberg access to all the major concerts in Singapore from Lady Ga Ga’s three night stay here in at the end of May to all the

sporting events including basketball.

The fact that many concerts in Singapore are attended by Singaporeans and many Asian expats who just don’t drink which especially

Singapore's Indoor Stadium - now with added Carlsberg

at sporting events held at the indoor arena is a challenge that Carlsberg are used to overcoming in Singapore and other more Muslim countries such as Malaysia and Indonesia.

Contrast for example Girls Generation, K-POP supreme who played out several nights at the stadium and where the audience was not only exclusively Asian but young girls and where no one hardly drank.

Compare this to Duran Duran, where 90% of the audience was Western expats and where the queue for the specially created for one night only wine stalls was as longer than the queue to actually get in and you will see where Carlsberg have their work cut out for them in making the relationship pay.

Singapore's dazzling Esplanade - with added Heineken

Carlsberg don’t appear to have done much with the association so far as all they get is a stand and some branding….no on pack in or in store activity is connected with this but I'm sure with time and creativity that will be looking to leverage this association in a similar way to fellow Indoor Stadium partners MasterCard have done.

Heineken have gone a slightly different route and focused on high end theatre, ballet, classical, family entertainment and the odd rock and pop concert and festival including the annual Mosaic festival, by becoming the official beer of the Esplanade. They clearly want more Singaporean customers and bizarrely more family and classical events are based here and presumably are not their target audience…..

Heineken have at least exploited this more than Carlsberg so far but then they had had longer to do so having been the brand of chocie for a few years now at the Esplanade.  The Heineken Music Club is a popular venue at the Esplanades’s annual Mosaic Music Festival. Known for its intimate, personal setting (capacity of approximately 220) the Heineken Music Club has enjoyed near sold-out performances since 2007. The venue provides a unique setting for audiences to get closer to world-class cutting edge music from around the globe.

A pioneer in the Singapore music scene since 2000, Heineken has also been an avid supporter of some of Singapore’s most renowned

Carlsberg have focused on F1, clubbing and football before the Indoor Stadium tie up

international music events including  ZoukOUt, WOMAD, Good Vibrations and F1 Rocks. Carlsberg clearly want a piece of this action.

Heineken Green Room Membership Privileges means that members enjoy special perks and privileges at the Heineken Music Club, giving them an opportunity to get even closer to their favourite artists. These include meet and greet sessions with some of the most popular artists as well as the opportunity to win tickets to performances at the Heineken Music Club.

Carlsberg could learn a thing or two about what to do to connect with their new audience and not just see it as a distribution deal….


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