A toast to innovation: Tiger breaks beer-making boundaries to keep up with ‘sessionable and accessible’ drinking trends
Somaek (soju and beer) is a popular alcoholic beverage combination in South Korea that has gained international fame, largely due to frequent mentions on Korean shows.
With a goal of staying at the forefront of the beer industry, Tiger took inspiration from K-culture’s global prominence and developed its own version of the somaek drink.
“In recent years, we noticed that drinking trends among Asian consumers across all age groups have been evolving. Among Gen Z consumers, there is a preference for drinks that are sessionable, and a willingness to experiment with different flavours. Additionally, there is a growing interest in alcoholic beverages that have an accessible taste profile and are less bitter.
“Tiger, best known for our signature lager brewed with malt, hops and yeast, has been moving beyond a single-product brand. Off the back of Tiger Crystal’s successful launch in 2019, we have continued to break new ground with the introduction of Tiger Soju Infused Lager. It is an easy-to-drink beer with a hint of sweetness and a refreshing aftertaste. We believe this twist to lager will appeal to a wider consumer base,” Gerald Yeo, Marketing Director at Asia Pacific Breweries Singapore, told FoodNavigator-Asia.
The Tiger Soju Infused Lager was launched in April and comes in two flavours, namely Gutsy Grape and Cheeky Plum, with an ABV of 5.5%.
Available in 320ml single cans and in a pack of three cans, the beer can be found at all major supermarkets, convenience stores and petrol marts across Singapore, as well e-commerce platforms such as Shopee, Lazada and Amazon.
It has also been rolled out in Vietnam, with the company’s other established markets to follow soon.
“We’ve seen positive feedback from consumers and trade partners, and are confident that like the rise of K-culture around the world, our latest innovation will woo more fans across our markets. As a first mover in the region, this launch reflects our commitment to put consumers at the heart of what we do, and to stay ahead of ever-evolving trends,” Yeo said.
Celebrity effect
Tiger is no stranger to engaging big-name personalities to front the brand. Last year, South Korean national footballing hero Son Heung-min starred in a Tiger campaign titled “The Golden Son”.
In line with the launch of Tiger Soju Infused Lager, renowned South Korean artiste G-DRAGON has been chosen as its official global brand ambassador.
“G-DRAGON is the leader of iconic K-pop group BIGBANG, and an international trendsetter of music, fashion and culture. As a brand known for its courageous spirit, G-DRAGON’s bold and progressive attitude while remaining true to himself perfectly embodies what Tiger stands for,” Yeo shared.
This sentiment is echoed by the singer, who said: “Breaking barriers but still staying 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 being unafraid of what others might say.”
Apart from product innovation, Tiger is constantly looking at new ways to bring unique experiences to its consumers.
For instance, the brand hosted a “Tiger Uncage Festival: Twist to the Night” event in May to commemorate its latest product release. It featured live performances by an all-Asian line-up, and multi-sensory elements targeted at sight, sound and smell.
“As a brand born and brewed in Singapore, we take great pride in our Asian heritage, and Tiger Soju Infused Lager represents our efforts to celebrate the richness of Asian culture. At the same time, Tiger has always been bold in defying conventions and pursuing creative innovations. We want to continue pushing boundaries and to shape the future of beer,” Yeo reiterated.
