Celebrate Chinese New Year with Tiger

3rd February 2015


HEINEKEN’s premium Asian lager brand, Tiger beer, has kicked-off 2015 with a host of bespoke activity for the Chinese New Year festival, including limited edition packaging, food-pairing deals and free-product with purchase coupons.


As we celebrate moving into the year of the Sheep, from the 1st February the brand will have new outers packaging, on 4-packs and 12-packs of Tiger as well as the 24-packs available in the wholesale channel. Designed by Jacky Tsai and Shan Jiang, two Shanghai artists based in London, the new artwork utilises the Tiger character to depict a simple story of uncaging the past and looking into the present and future. This vibrant new packaging will create stand-out on-shelf, driving awareness to make Tiger the drink of choice during the Chinese New Year festivities this year. In addition, building on the fact that food lies at the heart of many Chinese New Year traditions, Tiger will benefit from various activations across the on- and off-trade channels linked to Asian food.


To celebrate this new launch in the off-trade, Tiger has teamed up with multiple supermarkets to offer shoppers promotions and sampling linked to Asian food in store, including placement in-chillers with Asian food, capturing shoppers’ attention with a host of new shelf barkers and FSDUs. The new point-of-sale will also be available to convenience retailers, who should consider allocating more space for  Tiger beer, and where possible, create link-deals with Asian food, as the demand is sure to increase during this time of the year.


In the on-trade, Tiger will not only inspire people to open their senses to the unexpected through the new ‘Uncage Your Senses’ campaign. As a part of the brand’s new marketing platform, Tiger has partnered with the London Evening Standard to challenge consumers to open their senses to the unexpected and try something new over the Chinese New Year period. Consumers emboldened by the task of trialing one of three specially concocted exotic meals are encouraged to attend any of the participating restaurants detailed in the London Evening Standard and present their voucher when ordering to receive their free bottle of Tiger.


In addition to this activity, HEINEKEN is also incentivising all Star Rewards customers across the on-trade through allocating double points to freehold and tenanted outlets for stocking Tiger throughout the month of February. Moreover each licensee who chooses to stock Tiger across this period will automatically be entered into a HEINEKEN exclusive competition to win a holiday to Singapore.


David Lette, Premium Brands Director at HEINEKEN UK said: “As the country’s number one Asian beer, Tiger is the perfect choice to mark the Chinese New Year. This festival is a great opportunity to banish the post-Christmas blues and increase sales at a quieter time of year. Tiger is leading the way in the premium beer category, tapping into the growing demand for beer in a format that offers the right image and taste to be enjoyed across a wide variety of mixed-group social occasions. Across 2015 Tiger will inspire people to uncage their senses, driving momentum behind the brand and with all of the activity planned for Chinese New Year, we’d recommend that retailers and licensees stock up to take initial advantage of the opportunity to increase sales across the period.”