Asia’s most popular premium export beer Tiger has launched a bold new brand story film titled ‘Yet Here I Am’, celebrating its roots in a climate not renowned for being conducive to brewing.
“Tiger is a brand born against all odds as 88 years ago, it was inconceivable that we could brew a beer in a tropical climate,” explains Sean O’Donnell, global brand director for Tiger. “And yet, here we are.” Hops or barley cannot be cultivated in a tropical climate – and Singapore is as tropical as it gets, sitting just 130-odd km north of the equator.
Tiger is exported to about 50 markets around the world, including Australia. But it never shies from its Singporean foundation. The brand even has an experiential retail experience in Singapore’s Changi airport.
O’Donnell says the video – you can watch it below – aims to remind everyone to embrace a never-say-die attitude and turn adversity into opportunity, a message that is resonating widely in the era of a global pandemic.
Tiger turns 88 this year – an auspicious number in Asian culture – and O’Donnell says the brand embodies a resilient spirit. “Together, we showed the world that despite unforeseen hurdles, yet here we are, remaining resilient and full of hope.”
To mark the anniversary, Tiger will introduce new packaging, first on shelf in Vietnam this year before being rolled out in all 50 international markets after Christmas.
Last April, Tiger launched a program called #SupportOurStreets to help food & beverage businesses in Southeast Asia cope with government-ordered stay-home measures. The brewer pledged more than US$2.2 million to small businesses impacted.