Unleashed: Tiger Beer sports a bold new look
One of Asia’s iconic beer brands uncages a new chapter and teams up with Manchester United
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One of Asia’s most recognisable beers, and one of Singapore’s biggest success stories, embarks on a new chapter with the unveiling of a striking new look.
In a stunt that caught the world’s attention, major cities across the globe witnessed the unveiling of a new “tiger stripe” last week in a series of videos showcasing Tiger Beer’s bold new visual identity.
Tiger’s updated visual identity begins with a refreshed packaging design, a vibrant reminder that after nearly a century there is still something new brewing at the brand. “We couldn’t be more excited to move into the latest stage of Tiger Beer’s evolution,” says Sean O’Donnell, global brand director, Tiger. “Beyond our redesign, this bold new era is all about drawing strength from the people around us – the ones who encourage us to uncage our inner tiger. Together, the roar of their support empowers all of us to be bolder, louder and unstoppable.”
Launched in 1932, Tiger Beer has become part of Asia’s cultural fabric, its brand deeply engraved in the region’s culinary landscape from hawker centres in Singapore to bars and restaurants in Malaysia, Thailand, Cambodia, Vietnam and beyond.
The Tiger story has always been one of defying the odds and bold evolution. At its founding, the world’s best brewers, based in Europe and North America, believed Singapore’s equatorial heat – and lack of hops and barley – made brewing good beer in the city state inconceivable. But believing there are no limits to innovation, the tropical upstart defied the odds to create an original Asian brew.
In 1965, Tiger celebrated Singapore’s independence with the launch of the first canned beer. In 1981, the brand went further afield, winning favour with drinkers in two of Europe’s most discerning and competitive beer markets, Germany and the United Kingdom. Today, Tiger is available in more than 60 international markets and boasts numerous awards for its quality – including the 1998 International Brewing Awards for the world’s best lager, and a gold medal at the 2004 World Beer Cup, considered the most prestigious competition in the beer industry. With its focus on quality, in 2022, Tiger became the second-largest international brand in the portfolio of parent company Heineken.
The brand’s refreshed logo features the trademark roaring tiger uncaged, a symbol of strength and courage, qualities high-performing individuals and organisations share. As such, the new partnership between two iconic brands, Tiger Beer and Manchester United, is a perfect fit. Throughout its long history, Tiger has embraced sports – particularly football – for its ability to bring people together under the banner of a shared passion.
The brand sponsored the Asean Football Championship between 1996 and 2004 and began its own football experience in 2010, launching Tiger Street Football events across Southeast Asia. The brand has also teamed with global football icons including England’s Wayne Rooney and most recently South Korea’s Son Heung-min.
Tiger’s latest campaign, “Uncage Your Tiger”, represents much more than simply bringing fans together to enjoy a football game and share a beer. It encourages communities to unite, push boundaries, amplify passions and connections, and spark ideas inspired by the pioneering spirit that Tiger was founded on.
From the players on the pitch to the fans in the stands, football thrives on shared passion; in Asia, no sport holds more potential to unite fans and build community bonds – and there is a sense that more could be done to deepen these ties.
A recent poll of 2,000 football fans in Asia by Tiger reported that 70 per cent of respondents believe activities that encourage fan engagement with football clubs are important, while 95 per cent believe the sport can unite and build community bonds.
Tiger’s new partnership with Manchester United, which debuted at the team’s world-famous home in Old Trafford stadium last month, promises to go a long way towards developing the unique and engaging relationships with their favourite sport that fans desire. Planned activities include football viewing parties that will bring together fans and Tiger Beer lovers to celebrate the game, an opportunity to win a trip to Manchester to experience a match at Old Trafford, and a first-of-its-kind street football event that will see Manchester United coaches and club legends mentor some of Southeast Asia’s brightest young talents.
“Football has always been a natural association for Tiger - it’s a sport that ignites passion, brings people together and celebrates the same energy that drives our brand. This partnership reflects our shared belief that progress is driven by collective strength and courage,” O’Donnell says. “We are preparing to reveal an exciting new chapter for Tiger.”