As Singapore’s first locally brewed beer introduced in 1932, Tiger launched the nation’s maiden canned beer in 1965 to mark its independence.
Today, it has not only become an iconic local brand, but its presence has also expanded worldwide, with its beer available in more than 60 markets.
Its new packaging design is inspired by the “energy and spirit of progress”, reflecting the brand’s core values since its founding.
“Tiger has deep roots in the local community. A nod to Tiger’s connection to familiar places such as coffee shops and hawker centres that are an integral part of Singapore’s culture, its vibrant new visual identity strikes a perfect balance between tradition and forward-thinking.
“The refreshed look is symbolic of our dedication to innovation, serving as a reminder that after nearly a century on, there is still something fresh brewing at Tiger. Through the sleek, eye-catching cans, we aim to appeal to those who appreciate boldness, authenticity, and the courage to progress while still enjoying the same great taste of our high-quality beer,” Gerald Yeo, Marketing Director at Asia Pacific Breweries (APB) Singapore, told FoodNavigator-Asia.
As part of its latest series of marketing activations leading up to the Lunar New Year, Tiger is running a contest from December 27 to January 25 with total prizes amounting to SGD880,880 (USD653,400).
In addition, the brand will be holding roadshows with various interactive activities, celebrity appearances, and cash prizes to create invigorating experiences for local consumers.
“A trend that we’ve noticed post-COVID is the decline in activity at coffee shops and hawker centres. At APB Singapore, we see this as a chance to bring new energy to these spaces. It’s all about celebrating Tiger’s rich heritage and bringing festive cheer back to the neighbourhoods.”
Beer delivery platform
According to Yeo, the retail landscape for alcoholic beverages is seeing some notable shifts.
“The ready-to-drink (RTD) category is booming, and ready-to-serve options are catching on, too. People want convenience but still expect a premium experience.
“We are also noticing changes in how people consume alcohol. With inflation and the rising cost of living, more consumers are choosing to drink or entertain at home. Consumers are now using apps and online platforms as a means to stock up on their favourite drinks.”
To tap into opportunities in this area, the company has developed its own online beer delivery platform called Drinkies, where consumers can conveniently order all of their alcoholic beverages, including canned beers, draught beer kegs and subscription plans, via a single channel.
“We’re always finding fresh and innovative ways to connect with our consumers, especially the younger crowd. A great example is the launch of Tiger Soju Infused Lager — a perfect mix of flavourful soju and refreshing lager — last year. It’s a bold innovation with a twist, and made for those who are seeking new experiences and flavours.
“As Singapore celebrates its 60th birthday in 2025, we are planning to bring even more exciting brand experiences to the table. We want to celebrate local pride in a way that really speaks to the people, keeping Tiger as a brand that feels close to home and always ready to roar.”
