CHUG, Your Lifestyle Drinking Pass, Acquired by Eminence Events

May 3, 2019 0

6 June 2018, Singapore – Chug your way through Singapore’s trendiest nightspots with lifestyle drinking app, Chug. With an excellent value proposition for its users that is endearingly simple – buy a monthly subscription at SGD 9.90 or SGD 19.90 (the average price of a drink or two) and enjoy up to one free drink each day* – Chug is poised to be the young professional’s ultimate drinking pass to meet their lifestyle needs.  Created in 2016 by brothers Erwin and Eugene Ng, the app has recently been acquired by Eminence Events Pte Ltd, with the support of a few Chug fans who are now its new shareholders.

The founders, who shared a common enjoyment of Singapore’s vibrant nightlife scene, and had the foresight to postulate that there are many like-minded people who share this same passion to gather for a good time over a drink. They were right: the app was downloaded more than 500 times in its first month.  The app now boasts a database of 5,800 drinkers and counts 37 of the hippest and trendiest bars and restaurants in Singapore as its venue partners.  With Eminence Events taking the helm, the new team hopes to bring Chug to even more cocktail aficionados and F&B establishments alike.

Says Angela Sim, Marketing Director of Eminence Events, “Chug is an app with amazing potential, and we want it to ensure its continued success.  We are especially excited about how the app brings drinkers and venues together, and showcases the talents of our bartenders.  Bartenders can now more creative in their concoctions, with Chug, as the platform to promote their cocktails for them – something that Singapore establishments can benefit from!”

Merchants who have come onboard the app from its inception are reaping the benefits today, with incremental revenues from additional spending on food or drinks by customers who visit the venue to redeem their free drink. With no costs needed to sign up as a venue partner, merchants stand to gain in terms of multi-faceted marketing opportunities both in-app and at events. Merchants can also look forward to gaining a new stream of customers from Chug’s continually growing subscriber base, which will be actively promoted across various marketing platforms and channels.

Chug is pleased to welcome 5 new partner venues onboard since the acquisition, with trendy venues such as Courtyard Lounge and Georges by the Bay joining the Chug family to sweeten the deal for the young executive who works hard but also knows the joy and value in playing hard. Enthuses Kelvin Chan, owner of Courtyard Lounge: “Chug is a great proposition for F&B establishments as well. With this platform, F&B operators are able to specifically target drinkers with their new innovations. It drives us to focus on our operations while Chug focuses on the marketing for us.”

Chug features a wide variety of drinks including beer and speciality cocktails from its partner venues. Based on feedback received and to reach out to a wider subscriber base, Eminence Events will be introducing non-alcoholic drinks for redemption as well.  Chug’s new owners will also leverage on their strengths in product launches and event activations to create unique drinking-branded events for its subscribers.

The team in Eminence Events were the first to launch Singapore’s nation-wide martini festivals in 2007 and 2008, and the first-ever Bacardi Mojito Fiesta in 2009 supported by the Singapore Tourism Board. Says Angela, “Back then, we had to install a modem and bar code scanner in the outlets!  Wong Sans and Harry’s were among the first movers to adopt that technology.  Smartphones have surely made it much easier for F&B operators and event companies to run such events and promotions for the industry!”  With more than 10 years of events management experience, and marketing expertise from the ENCE Marketing Group’s other marketing agencies, Eminence Events aims to make the app more attractive to its subscribers and partner venues, lifestyle and business wise.