Media OutReach
APB Singapore Champions Drinking in Moderation with Keep It Real, Keep It Moderate Campaign
Singaporeans are invited to nominate their “Real Ones” to celebrate those who embody responsibility who make moderation their mantra
SINGAPORE – Media OutReach Newswire – 26 December 2024 – With the festive season in full swing, Asia Pacific Breweries Singapore (APBS) is turning the spotlight on embracing authenticity and championing moderate drinking with the launch of its latest campaign, ‘Keep It Real, Keep It Moderate’. Aimed at making responsible drinking the modern lifestyle choice, the campaign promotes drinking in moderation as the ultimate way to celebrate and let true personalities shine.
Our time with friends brings much joy, connection and celebration, yet it is so often overshadowed by the pressures of fitting in or the fear of missing out (FOMO). The bold, social-first initiative ‘Keep It Real, Keep It Moderate’ flips the focus back to what really matters: shared laughter and genuine, meaningful conversations with friends and loved ones. The campaign encourages individuals to move away from the excesses that cloud their true personalities, empowering them to own their nights by staying true to themselves. Because what truly makes a night memorable — having to drink till you drop or the memories that linger long after your last toast?
Bringing your Authentic Selves to Celebrations
The campaign kicked off with drunk texts sent out from APBS’ Official Instagram Account in the middle of the night – a relatable experience that many of us have encountered, or worse – gasp – sent ourselves. To celebrate authenticity and individuality and encourage drinking in moderation, APBS is unveiling various fun and relatable personality profiles, from “the Gym Rat” to “the Gamer Girl”. Showcasing how drinking in moderation allows everyone’s unique quirks and passions to shine, APBS seeks to inspire healthier drinking habits while showing that authenticity is the key to memorable celebrations.
Nominate The “Real Ones”
At the heart of the campaign lies a celebration for the “Real Ones”, the responsible ones who lead by example and look after their friends during moments of overindulgence. Every group has a “Real One” — the friend who keeps it cool and makes moderation their mantra. APBS’ ‘Keep It Real, Keep It Moderate’ introduces five unique categories to recognise friends who embody responsible drinking habits:
- Snack Drawer: The real one who kept our stomachs full so the drinks didn’t hit too fast.
- Low Key Legend: The real one who kept the vibes alive while pacing drinks like a champ.
- Zero-zero Hero: The real one who held their ground in the face of peer pressure.
- Cab Caller: The real one who said no to drinking and driving and got everyone home safely.
- Water Fetcher: The real one slowed the rounds with water and kept the night in check.
Everyone is invited to nominate their “Real Ones” who fit into any of the five categories above using customised Instagram Story templates available on APBS’ Instagram page. The perfect chance this holiday to acknowledge their effort and thank those who help you out during moments of overindulgence, anyone can submit their entries simply by using the “Add Yours” function on the templates and sharing the best tips learned from their “Real Ones” on drinking responsibly.
The 50 most inspiring stories, with 10 winners in each category, stand to win exclusive prizes including a custom trophy to honour their “Real One”, a $20 Grab voucher and a carton of Heineken 0.0 to toast to their authenticity. Nomination starts on the 20th of December and ends on the 3rd of January. Winners will be announced on 10th January on APBS’ Instagram.
Creating Lasting Memories
“Our goal is to inspire and encourage people to adopt responsible drinking habits,” said Patricia Lee, Corporate Affairs Director, Asia Pacific Breweries Singapore. “Drinking in moderation is not about saying no, it is about saying yes to the best version of yourself, to the moments that matter, and to nights you will never forget. With ‘Keep It Real, Keep It Moderate’, we aim to inspire a movement where moderation is celebrated, not sidelined, doubling down on our commitment to promoting responsible drinking and reminding everyone to not let overdrinking take over your personality.”
Whether you are raising a toast to the holidays or ringing in the New Year, APBS’ ‘Keep It Real, Keep It Moderate’ invites everyone to make this festive season one to remember — for all the right reasons.
For more details on the campaign and how to participate in the contest, visit APBS’ Instagram at www.instagram.com/apbsingapore.
Hashtag: #APBS
https://www.apbsingapore.com.sg/
https://www.instagram.com/apbsingapore
The issuer is solely responsible for the content of this announcement.
About Asia Pacific Breweries Singapore
Asia Pacific Breweries Singapore is the nation’s leading and most sustainable brewery. Established in 1931, we are the home of the world-acclaimed Tiger Beer, and we house an unparalleled range of premium beers like Heineken® and Guinness. People are at the heart of our business, and we ignite the moments that brew the joy of true togetherness. We believe in sustainability as a positive force for change, and our Brew a Better World sustainability strategy raises the bar with new commitments to advocate for an inclusive, fair and equitable world. Asia Pacific Breweries Singapore is an operating arm of The HEINEKEN Company.
Media OutReach
Wooden Snake and crypto market prospects from global broker Octa
In 2025, popular cryptocurrencies show different dynamics: Bitcoin is up 8%, Ethereum is down 6% as of 27 January 2025, despite uncertain regulatory developments. U.S. President Donald Trump signed an executive order significantly revamping the national cryptocurrency policy. The order established a dedicated cryptocurrency working group to propose new regulations, safeguarded banking services for crypto companies, and prohibited the creation of a competing U.S. central bank digital currency. Additionally, it repealed burdensome accounting guidelines that had previously stifled digital asset adoption—a notable victory for the crypto industry. However, some investors remain sceptical, showing limited enthusiasm despite these advancements. The cryptocurrency market is seeing a sharp decline on Monday, 27 January, with Bitcoin dropping below $100,000 to an 11-day low. This downturn is largely driven by a significant selloff in the technology sector, which has sparked a broader risk-off sentiment among investors. As cryptocurrencies are often considered high-risk assets, this shift in market mood has weighed heavily on their performance.
Additionally, caution surrounding the Federal Reserve’s upcoming meeting is adding to the pressure. Investors anxiously await decisions on interest rates, with concerns that the Fed may keep rates elevated for a prolonged period. This uncertainty about monetary policy has heightened market unease, further contributing to the decline in cryptocurrency valuations.
Therefore, the snake pattern and consolidation of ETHUSD that has formed in recent months may be replaced by a sharp move, after the adoption of new regulations or clear signals on the Fed Funds rate.
Hashtag: #Octa
The issuer is solely responsible for the content of this announcement.
Octa
Octa is an international CFD broker that has been providing online trading services worldwide since 2011. It offers commission-free access to financial markets and various services used by clients from 180 countries who have opened more than 52 million trading accounts. To help its clients reach their investment goals, Octa offers free educational webinars, articles, and analytical tools.
The company is involved in a comprehensive network of charitable and humanitarian initiatives, including the improvement of educational infrastructure and short-notice relief projects supporting local communities.
In the APAC region, Octa received the ‘Best Trading Platform Malaysia 2024’ and the ‘Most Reliable Broker Asia 2023’ awards from Brands and Business Magazine.
Media OutReach
TCMA joins Saraburi Province to mark one year anniversary of progress “SARABURI SANDBOX” Thailand’s first low-carbon city
SARABURI SANDBOX is an area-based collaborative effort, driven by the Public-Private-People Partnership (PPP) approach, comprising three key stakeholders: Saraburi Province, TCMA, and FTI Saraburi Provincial Chapter. Led by the Governor of Saraburi Province and supported by domestic and international partners, aiming at transforming Saraburi into a low-carbon city by fostering collaboration among the government sector, the private sector, civil society, and related industries for various pilot projects of CO2 reduction.
A year of action since the joint declaration of commitment on August 15, 2023, the tangible and significant progress has been made across five key focus areas: 1) clean energy transition, 2) green industry promotion, 3) waste to value, 4) low-carbon agriculture, and 5) green space expansion. The project still continues with collaborative effort of all sectors, including to seek additional green funding to achieve a target reduction of 5 million tons of carbon dioxide equivalent by 2027.
Mr. Bancha Chaowarin, Governor of Saraburi Province emphasized the collaborative approach, outlining four key working principles: 1) immediate action, 2) trial-and-error, flexibility and adaptability, 3) respectful dialogue and consensus-building, and 4) maintaining a positive working atmosphere. The Saraburi Governor affirmed Saraburi’s readiness to serve as a lab city for new technologies and innovations, with the goal of replicating successful models across other provinces, leading to tangible greenhouse gas reduction outcomes, and spreading economic and social benefits to the locals of Saraburi. The Saraburi Governor stressed that the next phase requires continued cooperation, particularly policy support from the government to achieve the Thailand Nationally Determined Contribution (NDC) goals.
Dr. Chana Poomee, Chairman of Thai Cement Manufacturers Association (TCMA) and Vice Chairman of the Federation of Thai Industries stated that TCMA, as a representative of Thailand’s leading cement manufacturers and a key manufacturing sector in Saraburi, TCMA plays a pivotal role in this project, is committed to achieving net-zero carbon emissions by 2050, in alignment with the Thailand 2050 Net Zero Cement and Concrete Roadmap. TCMA’s contributions to building Saraburi as the first low-carbon city of Thailand include optimizing cement production processes, fostering collaboration among stakeholders, and seeking green fund and opportunities for international cooperation.
Over the past year, the cement industry has made significant contributions to the SARABURI SANDBOX across several areas: 1) Industrial Process and Product Use (IPPU): research and development of clinker substitution, leveraging nanotechnology to enhance cement properties. Collaboration among stakeholders is essential for knowledge development, machinery upgrades, investment incentives, and regulatory adjustments to promote the adoption of hydraulic cement-a low carbon cement. These actions can contribute CO2 reduction by over 1 million tons in 2023-2024. 2) Green and Smart Mining: efficient resource utilization, coupled with sustainable land rehabilitation to benefit local communities and the environment. 3) Clean Energy Transition: implementation of waste heat recovery (WHR) systems, increased use of renewable energy sources such as solar power, and adoption of biomass and refuse derived fuel (RDF) to replace coal through the co-processing in cement kilns. These measures are expected to cut carbon emissions by approximately 9-12 million tons per year and mitigate PM 2.5 pollution from agricultural burning, while generating additional income for farmers and promoting efficient waste management to zero landfill. 4) Carbon Value Creation: researching carbon utilization methods, including CO2-to-Methanol. Notably, SARABURI SANDBOX has become the first industrial cluster in Thailand accepted into the Transitioning Industrial Clusters Initiative of the World Economic Forum.
Dr. Chana Poomee highlighted that while significant progress has been made, achieving the goal of establishing a low-carbon city requires innovative approaches, strong leadership across sectors, strong local administration, and substantial international support. Moving forward, increased collaboration with organizations such as the Global Cement and Concrete Association (GCCA), the United Nations Industrial Development Organization (UNIDO), the German International Cooperation Organization (GIZ), and other global entities will be crucial in supporting energy transition and carbon capture, utilization, and storage (CCUS) efforts. Dr. Chana emphasized the need for government policies to provide essential support, including knowledge sharing, technological integration, and funding to facilitate meaningful change.
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The “SARABURI SANDBOX: Joining Forces to Create Thailand’s First Low-Carbon City” event was held on January 22, 2025, the Navaminda Kasatriyadhiraj Royal Air Force Academy (NKRAFA), Muak Lek District, Saraburi Province. The event aimed to raise public awareness, extract key lessons from the past year, and brainstorming to gather input from various sectors to shape the future strategies of SARABURI SANDBOX. More than 700 participants from different sectors attended the event.
Hashtag: #TCMA #ThaiCementManufacturersAssociation
The issuer is solely responsible for the content of this announcement.
Media OutReach
The EM DISTRICT Bangkok Unveils Spectacular Chinese New Year Celebrations with 3,000 Panda to Mark 50 Years of Thai-Chinese Diplomatic Friendship
From January 22 to February 23, EM DISTRICT will be transformed into a whimsical panda wonderland with the installation of 3,000 adorable panda sculptures. Enhancing the experience, a lively Panda Flash Troop will perform twice daily from January 27th to January 29th, adding an extra touch of excitement and joy for families and visitors of all ages. On the 26th – 27th of January there will be a Panda Culture truck that will showcase Panda ecosystem for all to see as it cruises throughout the city of Bangkok starting from Asoke intersection to the Grand Palace and back to EM DISTRICT.
Food lovers will be treated to a culinary adventure at the Chinese Boulevard Street Food and Tea House Market, hosted at Emquartier. This market will feature 30 carefully curated vendors offering an array of authentic Chinese dishes, traditional teas, and irresistible snacks, promising a feast for the senses.
At Emsphere’s Em Market Hall, the Panda Exhibition Showcase and Café will provide a platform to explore and shop for top-selling Chinese products. Running from January 22nd to February 25th, this unique showcase brings the best of China’s craftsmanship and innovation directly to Bangkok, offering visitors a chance to discover exclusive items and cultural treasures.
A Grand Golden Dragon Theme Across EM DISTRICT in this celebration of the Year of the Golden Dragon, all three EM DISTRICT malls will feature stunning golden dragon designs, symbolizing prosperity, strength, and good fortune. These intricate and immersive decorations aim to captivate visitors and create a festive ambiance that resonates with the spirit of Chinese New Year.
The EM DISTRICT Bangkok invites everyone to be part of this historic celebration which will include Chinese face changing shows, concerts, lion blessing troop to commemorate five decades of Thai-Chinese friendship through vibrant festivities, iconic installations, and cultural showcases. Don’t miss this unforgettable event that bridges cultures and communities in the heart of Bangkok.
Hashtag: #EMDISTRICT
The issuer is solely responsible for the content of this announcement.
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