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.
