Tiger Beer Earning its stripes Launched in 2011, Tiger Street Football is an electrifying platform that connects the brand with its core consumers Tiger Time is one of the key messages for the award-winning lager Launched in 1932, Tiger beer is APB's flagship brand, and is available in approximately 60 countries around the world. In 2012 it enjoyed double-digit volume growth and is now brewing in excess of 3.6 million hectolitres across ten countries in Asia, as well as in the UK. T iger is a smooth, pale, European-style 5% abv lager that uses malted barley from Australia and Europe for its body and flavour, bitter hops from Germany to give it its characteristic bitter zest, and a unique strain of yeast that is specially cultured in the Netherlands. Over the years, Tiger has received more than AO international accolades for quality and taste, including the Gold Quality Award at the Monde Selection World Quality Selections for the past four years. With the exception of Singapore and Malaysia where it is positioned within the mainstream segment and has a wide distribution, in every other Asia-Pacific market, Tiger is perceived as a premium beer and is distributed in upmarket outlets for both on- and off-premise. In countries outside of Asia, Tiger is seen as a premium to super-premium world beer, and, according to the most recent Plato report, it is the no.1 international Asian beer. Currently, Tiger is the leading mainstream player in both Singapore and Malaysia, the number two beer in Vietnam's premium beer segment, and fourth in China's international premium segment. The Tiger Crowd Tiger consumers are young male urban adults. "They are strivers and achievers," Edmond Neo, Group Commercial Director of APB explains. "They are highly motivated, enthusiastic, open to new opportunities and often seeking new experiences." Edition 1 2013 World of HEINEKEN 11

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2013 | | pagina 11