Uncage Your Sales with Tiger Beer this Chinese New Year

20th January 2016


HEINEKEN’s premium Asian lager brand, Tiger beer, is celebrating its Asian heritage with a host of bespoke activity for the Chinese New Year festival, including a special 640ml single bottle, limited edition packaging and food-pairing deals to help retailers capitalise on the celebratory occasion.


Monday 8th February marks the move into the year of the Monkey and, from Wednesday 20th January, Tiger will roar into the New Year with the launch of its limited edition 640ml single bottle with Chinese New Year themed sleeve wrap.


This new SKU and the outer packaging on 4-packs and 12-packs of Tiger as well as the 24-packs (available in the wholesale channel) will benefit from greater stand out on shelf from the elaborate and striking Chinese-themed designs.


Building on the fact that food lies at the heart of many Chinese New Year traditions, Tiger has also teamed up with several supermarkets and various wholesale customers to offer promotions and sampling linked to pan-Asian food in-store, further driving awareness of Tiger as the Asian beer of choice for consumers at this time of the year.


Craig Clarkson, Off-Trade Category & Trade Marketing Director, HEINEKEN said; “Chinese New Year presents retailers with a fantastic opportunity to drive incremental sales by making the most of the ‘enjoy with food’ occasion. Retailers should take advantage of the vibrant new packaging by allocating more space on shelf for Tiger beer whilst offering cross-category promotions with Asian food to inspire additional impulse purchases.”


For further press information, please contact:

The HEINEKEN team on 020 3757 6800 / heineken@publicasity.co.uk