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
