Tales of the Cocktail Foundation (TOTCF) has entered a partnership with Singapore Tourism Board to offer support to the global drinks industry, according to a press release.
"We're so thrilled to partner with STB," said Eileen Wayner, CEO of TOTCF. "With 23 different Singapore establishments featured throughout the Spirited Awards' 16-year history, the city's cocktail scene is undoubtedly regarded as one of the best in the world. When the opportunity came up, we jumped at the chance to collaborate on programming that would celebrate and showcase the excellence of the Singapore bar community. We have much to learn from Singapore's acclaimed bars and creative bartenders."
The partnership was confirmed July 25 at the foundation’s 20th anniversary celebration. A New York and Singapore-based campaign will continue to roll out the launch and will “culminate in a multi-day residency at Tales of the Cocktail® 2023 that will showcase the Singapore bar community,” a recent press release states.
The collaboration’s first project was the Tales of the Cocktail, featuring guest shifts from popular Singapore-based bars, Jigger & Pony and Nutmeg & Clove. The event took place on July 26 at fellow Spirited Awards honoree Justine from 5 to 9 p.m.
The collaboration establishes the company’s initial operations in the region as it continues its pursuit of expanding globally. Bar teams directors Indra Kantono and Colin Chia, based in Singapore, are among the team members leading the initiative.
In addition to strengthening the industry's global presence, TOTCF, known for its primary, significant role in organizing Tales of the Cocktail, one of the industry's leading conference for exchanging new ideas, products and techniques, hopes to raise awareness about the particularities of the Singapore bar community to its local community and consumers.
"A spirit of innovation, community and a collective drive for excellence are the driving forces behind Singapore's growing cocktail scene," Serene Tan, director of retail and dining, STB, said. "Through our partnership with TOTCF, we hope to raise awareness of the breadth and depth of our drinks culture. This will be done through content and reimagined experiences, while profiling Singapore as an award-winning cocktail destination."