Case study - Tiger Beer

Launched in 1932, Tiger is the flagship brand of Asia Pacific Breweries (APB), a joint venture between Heineken and Fraser and Neave, that operates 30 breweries across 12 Asian markets.

Tiger is Asia’s leading beer brand, and one of the world’s great quality beers. It is brewed in 11 countries and enjoys tremendous popularity in markets across the Asia-Pacific region. Around the world, wherever it is sold, the brand is synonymous with Asia.

Every bottle goes through a strict brewing process, using only the finest ingredients. This process includes extensive taste-testing for the freshest water available, and more than 200 quality checks. This stringent approach to quality combined with great marketing and a unique taste have cemented Tiger’s leading position in the region, and in particular, in its stronghold markets of Singapore, Malaysia, Vietnam, Cambodia, Papua New Guinea and New Zealand.

But now it’s not just about Asia. The brand is also growing its international reputation and appeal. Today, Tiger is sold in more than 70 countries, including the USA, where it has been embraced as the premium Asian beer brand.

Scottish & Newcastle in the UK has strengthened its premium lager portfolio by reaching an agreement with Tiger to exclusively import, market and distribute Tiger beer from March 2009. Tiger already enjoys a loyal consumer following in the UK and it is widely regarded as the Far East’s most stylish premium beer. It was also voted one of the top fifteen most popular alcoholic beverages among UK males in a survey conducted by British GQ magazine in 2007. By accessing S&N’s unrivalled distribution network, Tiger will now be able to realise its potential in this market.

Over the years, Tiger’s award-winning taste has seen it win more than 40 international awards, most notably the Brewing Industry International Awards in 1998, a Gold medal in the European Style Pilsener category of the 2004 World Beer Cup and, in 2008, the Gold Prize for International Golden Lagers at the New Zealand International Beer Awards.

Tiger is also a cultural icon, spearheading important cultural and artistic initiatives, such as Tiger Translate, a global initiative to highlight Asia’s most exciting creatives and nurturing collaboration with Western artists through exhibitions, events, and publications.

Since 2007 visitors to Singapore have been able to visit Tiger Live! the brand’s own cultural and heritage centre. Fully interactive and 21st century, the experience is fast becoming a ‘must visit’ on the Singapore tourist trail.