BRANDS
Eastern Promise
Featuring football star Wayne
Rooney, the latest Tiger campaign
leverages the brands' links with
England's Premier League
Tiger
Launched in 1932, Tiger beer is the flagship brand of Asia Pacific
Breweries Ltd, a joint venture between HEINEKEN and the Fraser
and Neave Group of companies. In recent years, the brand has
enjoyed double-digit volume growth and is now available in
approximately 60 countries around the world.
T
iger is a smooth, European-
style lager with medium
JL. bitterness, containing 5%
alcohol by vol. It is brewed with barley from
Australia to ensure sweetness and colour,
and hops from the USA to deliver a quality
aroma and a consistent, distinctive taste.
Over the years, Tiger has accumulated
more than 40 high-profile recognitions,
including a gold medal in the International
Style Lager category at the World Beer Cup
2010, regarded as the 'Beer Olympics' by
the industry.
Today, Tiger is brewed in ten countries.
It is one of the leading beer brands in
Southeast Asia, where it is predominantly
perceived as a premium brand. In western
markets such as the United Kingdom,
Europe, United States of America, New
Zealand and Australia, Tiger is positioned
as a leading premium brand that hails
from the Far East.
The way Consumers Think
Tiger consumers are young adults of legal
drinking age who see opportunities all
around them and have a life filled with
winning moments-winning isn't about
what they do, but how they think. In Asia,
the premium and upper-mainstream target
groups are young modern adults living in
urban areas, looking for a premium-quality
international beer.
Tiger connects and engages with
consumers mainly through football
and an art/music platform called Tiger
Translate'. The newly launched Tiger Street
Football competition is popular across
Asia, emphasising Tiger's association with
world-class football and street culture. In
Singapore, Malaysia and Vietnam, Tiger
also has strong links with England's Premier
League. Activities include football viewing
parties, membership entitlements, trips to
England to watch the matches, plus the
recently produced campaign featuring
football star Wayne Rooney.
'Tiger Translate' aims to bring the best
of Asian creativity to the world and the
world's best to Asia, by organising high-
profile events to identify Asia's brightest
creative talent, generate PR and word-of-
mouth buzz around the brand, and engage
the young adult target group.
The current 'Heist' campaign running
across Asia, a fully integrated lifestyle
campaign including TV commercials and
print materials, demonstrates just how far
a hip crowd will go to have Tiger beer at
the party.
18
World of HEINEKEN Quarter 1 2012
