The beer from local grounds to an international sensation.
With such equatorial heat, the very idea of building a brewery on the little red dot was impossible. That was until Asia Pacific Breweries (APB) Singapore (then known as Malayan Breweries) pioneered “tropical lagering” in 1932, giving birth to one of Singapore’s national treasures — Tiger Beer.
From local beer to celebrated global icon, the pale lager has been brewed in 11 countries, reaching more than 75 countries worldwide. The golden hued liquid is created with natural ingredients through a precise brewing process using solar energy. The 5% alcohol content with its smooth yet slightly bitter taste has drawn in beer connoisseurs across the globe, achieving 40 international accolades.
But what is Tiger Beer’s secret to success, going from local hawker centres to bars around the world? Venus Teoh, head of marketing at Asia Pacific Breweries Singapore, says its success stems from its origins of pushing against what is deemed impossible. Having sprouted from the impossible, Tiger Beer believes no matter where you start from, having courage empowers you to achieve what you probably thought wasn’t possible before. She says: "This is the Uncage proposition that Tiger Beer represents. Defy expectation. Challenge convention. Change the world with your idea."
The renowned lager has supported many campaigns to shine light on important issues. Last year, with a series of videos, Tiger Beer embarked on the message of unity in diversity, how common ground can be found at the street food table with beer.
Tiger Beer also recently partnered with WWF for its digital campaign to address illegal tiger trade via 3890Tigers and strengthened its commitment to double the wild tiger’s population. It also released an AI mechanism allowing consumers and artists to come together to raise awareness and support Tx2. Not only did Tiger Beer donate US$1,000,000 to WWF, APB promised to launch a limited-edition packaging without their tiger emblem.
In April, Tiger Beer brewery tour invited consumers to sample Tiger White and Tiger Black, two variants set to be released later this year. It also recently launched a limited edition Orange Mango flavour and continues to explore other innovative and improved versions of the popular Tiger Radler. With the new design of the packaging regionally across cans, bottles and multipacks, Tiger Beer is determined to consolidate its position as “Asia’s beer” through a more heroic and premium identity.
“In Asia, you’ll find a collective of creative people who are changing the world with their creativity. Artists, technologists, chefs, designers, entrepreneurs and beyond. People who dare to pursue their passions, who are making an impact, one courageous idea at a time,” she says. Teoh believes this is the underlying key factor that makes Tiger Beer so unique. “This is what the streets of Asia are about; the place Tiger Beer was born and raised.”