Tiger Invites You to Experience a Refreshing Bold Twist with Tiger Soju Infused Lager

• Tiger Beer launches Tiger Soju Infused lager across Asia 

• Brewed with a smooth Tiger lager recipe and infused with a touch of soju in a range of natural flavours, Tiger Soju Infused Lager lands on store shelves in Singapore and Vietnam, with more markets to follow

Ho Chi Minh City, 17^th April 2023 – Tiger Beer, the number-one international premium beer from Asia, debuts Tiger Soju Infused Lager, a sessionable lager with a hint of sweetness and a refreshing beer aftertaste, uncaging a bold new Tiger experience. Tiger Soju Infused Lager takes inspiration from K-culture's rising prominence globally and taps into the popularity of soju. Tiger's latest innovation goes beyond lager with a range of natural flavours that appeal to potential young consumers who seek products that bring an exciting fusion of progressive flavour and innovative experimentation.

G-DRAGON INTRODUCED AS THE NEW GLOBAL TIGER BRAND AMBASSADOR

Who better to represent this bold side of Tiger than G-DRAGON – leader of BIGBANG, a renowned South Korean artiste and international trendsetter at the forefront of music, fashion and culture.

 "I am proud to represent Tiger – a brand known for its courageous spirit. Breaking barriers while remaining true to myself is one of the ways I resonate with Tiger. Together, I hope we can inspire everyone to uncage their inner passions while remaining unafraid of what others might say," said G-DRAGON, the Official Global Tiger brand ambassador.

Sean O’Donnell, Global Brand Director, Tiger Beer comments: “Tiger has always defied the odds. We are constantly finding ways to break new ground and bring bold products and experiences to our consumers. With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience. We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger stands for.” 

Talking about the new product – Tiger Soju Infused Lager, Ms. Anna Bizon – Marketing Director of HEINEKEN Vietnam, on behalf of Tiger Beer comments: “Vietnam has always been an exciting yet challenging market to recruit new consumers. Yet after Covid times, the Vietnamese consumers have became much more open to try new products. We can observe a rise of interest in cocktails, soju, or new types of beers. Consumers are inspired to experiment or try new forms of mixology to diversify their drinking moments together. We believe Tiger Soju Infused Lager will bring out a unique taste, new experience, to not only meet consumers needs but also connect people together. Not only a beer representing Asian courage and renowned globally, this product is also an innovation of  the “uncage spirit” including the collaboration of Tiger Soju Infused Lager & G-DRAGON.”

LAUNCHING WITH TWO BOLD, NATURAL FLAVOURS 

Tiger Soju Infused Lager has a moderate alcohol content of 4%, offering consumers a diversity of choices with 2 variants: 

• Wonder Melon - based on the melon soju variant, bringing a sweet yet extremely refreshing aftertaste. 
• Cheeky Plum - based on the famous Korean best-selling soju - plum soju, having a warmly sweet aftertaste, delivering a completely distinctive drinking sensation. 

Each Tiger Beer goes through a strict brewing process which uses only the finest quality ingredients to create the beer’s unique and characteristic taste. The brewing process takes place in HEINEKEN Vietnam’s state-of-the-art breweries which have won several HEINEKEN Global quality awards.