Heineken has been showcasing its expanded portfolio at the Tax Free Asia Pacific show in Singapore this week, led by the Heineken brand and flagged by Singapore’s own Tiger Beer, which is brewed in 16 countries and available in 50.

 

First created as a street beer in 1932, the growth of Tiger Beer has accelerated dramatically since it was acquired by Heineken in 2012, says the company.

 

Since then the brand has benefitted from ‘unparalleled access’ to Heineken’s multi-national distribution channels, including global duty free, where Tiger Beer will also be available this year through Blade, the premium draught machine developed by Heineken, especially suited for cruise ships.

 

“Our strategy for Tiger Beer is to focus and build on its reputation as a fantastic beer to enjoy with food and friends, as demonstrated by its passionate fan-base in Singapore, one of the largest metropolitan areas in the world,” said Koos Vrijlandt Global Duty Free Sales Manager Heineken.

 

TIGER: ‘AN ASIAN SUPERSTAR’

“In global duty free we are leveraging its power as an Asian superstar brand to ensure its success on the global stage.”

 

“Tiger Beer is a brave beer that challenges conventions. For example its long-term collaboration with WWF in tiger conservation and its focus on sustainability with Tiger Beer made with solar energy at its home brewery in Singapore.

 

“Beer drinkers around the world are increasingly curious to discover something new and, when that discovery reveals brand like Tiger Beer with strong beliefs and a great personality, plus over 80 years of hero-worship in its home market, they have the confidence to know it’s going to be something special.”

 

Heineken says it is applying its strategy of ‘accelerating the power of regional craft brands’ from other parts of the world to build market share in Asia Pacific.

 

Red Stripe beer from Jamaica, Newcastle Brown Ale from the UK and Lagunitas IPA from the fourth largest craft brewery in the US, are key development brands which are being supported for wider distribution in Asia Pacific duty free markets.

 

BEER CONSUMPTION ‘GROWING FASTER THAN SPIRITS AND WINE’

Lagunitas IPA draught is launching in Australia in May, following its successful launch in New Zealand in 2017. In addition, Heineken says it believes that its Strongbow cider is a brand that has significant potential in Asia Pacific as ‘new markets discover the versatility of cider in many drinking occasions’.

 

“In several markets in Asia Pacific there is evidence as reported by IWSR in 2017 that beer consumption is growing faster than spirits and wine and we are confident that our portfolio is suited to many types of drinking occasions,” adds Koos Vrijlandt.

 

“We’re very excited at the many opportunities in Asia Pacific duty free markets, especially the surge in cruise and the opportunity in-flight for new choices like Heineken 0.0%, our new alcohol-free beer developed by our Master Brewers.

 

“We recently commissioned global research into in-flight consumption and, in Asia Pacific especially, beer and cider are the alcoholic drinks of choice ahead of wine and spirits, with 65% passengers in the region saying they would give preference to a more premium beer or cider on board in comparison to their at-home consumption.”