United Kingdom: Tiger to be available in draught format across the UK

Asian Tiger beer is to be rolled out in a draught format across the UK, following successful trials earlier this year, the Morning Advertiser communicated on July, 31.

Draught Tiger contains the same 4.8% abv liquid that is currently available in the 330ml bottle format.

The launch, which will target high end clubs and bars, follows a trial period in 80 carefully selected on-trade outlets.

“As a premium world beer, Tiger provides licensees with a product that delivers greater profit margins,” said brand manager Laura Mitchell.

The Asia Pacific Breweries-owned Tiger beer has been earmarked for UK growth since the major shareholder, Heineken, took over Scottish & Newcastle UK last year.

“Now part of S&N UK’s extended portfolio, it has even stronger support that will allow it to build on its position and presence in the market giving licensees a recognised brand to stock,” said Mitchell.

The company plans to support the roll-out by launching an experiential campaign this month.

The Tiger Beer Chilli Crab Tour, which celebrates Singapore’s national dish, will visit cities including Glasgow, Brighton and London, offering Tiger beer, authentic chilli crab and other Far Eastern dishes, supported by DJs.

31 July, 2009