Tiger Beer

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The Tiger beer logo when it was first produced and distributed in Singapore in 1932.
Vintage advertisements for Tiger beer. The words "Tenaga Berganda" translates into "Energy Multiplied". Photo from Branding in Asia.
The 1956 novel by Anthony Burgess titled "Time for a Tiger". Photo from Localbooks.sg.
A promotional vehicle for Tiger Beer. Photo from MyCommunity.

Tiger Beer (official website) is an internationally renowned brand of beer that has its origins in Singapore. As of 2019, Tiger Beer is manufactured in 11 countries and imported to 75 countries worldwide. Tiger Beer is brewed by Asia Pacific Breweries in Singapore, previously named Malayan Breweries.

Origins

Discussion for setting up a brewery in Singapore happened between 1929 and 1930.[1] Having been rejected in their efforts to set up a brewery in Indonesia by the Dutch administration in 1929, Heineken came to Singapore. Together with Fraser and Neave (F&N), Heineken launched Malayan Breweries in 1931.[2] On 3 October 1932, Tiger Beer was first introduced to the Singapore market by Malayan Breweries.[3] According to newspaper reports at the time, free Tiger Beer had been given out at Malayan Breweries on the weekend of the launch.[4] At the time, the brewery was located at Alexandra road.[5]

Growth in Singapore

In 1940, Tiger Beer was attributed as the main product that brought Malayan Breweries its then "record profit" of $278,607.97.[6] The chairman of Malayan Breweries at the time commented that Tiger Beer's popularity was due to its quality and affordable price.[7] In November 1939, Tiger Beer performed well against other international beer brands in a competition, achieving "the second prize". Since 1933, Malayan Breweries had faced competition from Archipelago Brewery Co. (ABC) which started producing Anchor beer.[8] The brewery had been set up by the German company, Becks. When World War II broke out in 1939, the British government of Singapore labelled ABC as enemy property due to its German roots.[9] In 1941,[10] Fraser and Neave together with Heineken successfully bought over Archipelago Brewery.[11]


During the Japanese occupation in Singapore from 1942 to 1945, Malayan Breweries was temporarily renamed Kirin Beer Kaisha.[12] The price of Tiger Beer increased slightly in 1942. It was reported that the price of a dozen quart bottles of Tiger Beer cost $6.60 and a dozen pint bottles cost $3.96.[13]


After Japanese occupation ended in 1945, control over Tiger Beer returned to F&N and Heineken in September the same year.[14] Post World War II, a number of beer companies went out of business or manufactured beer using cheaper ingredients due to limited resources. In Tiger Beer's post-war advertisements, it was emphasized that Tiger Beer maintained it's "FULL STRENGTH Pre-War Quality".[15] Tiger Beer's strong advertising continued into the 1950s. The brand's advertising catchphrase “There's always time for a Tiger” became well known. British author Anthony Burgess, known for his work A Clockwork Orange (1962), named his 1956 novel after the slogan.[16] In 1973, Tiger Beer broadcasted its first-ever television commercial (YouTube video). Titled "Earthquake", the one-minute commercial takes place in a coffee shop setting where some customers are enjoying Tiger Beer despite an ongoing earthquake. The commercial ends with the line "Nothing can shake a Tiger drinker. Tiger, it's in the beer".[17]


On 9 April 1960, a ceremony was conducted at Malayan Breweries to celebrate the new addition of a canning plant at the Tiger brewery.[18] Due to the increasing consumer demand for Tiger Beer, Malayan Breweries decided to step up production by investing in a canning line that had a capacity of 300 cans per minute.[19] This new and improved canning line was set up in 1965.[20] Experiments for canned Tiger Beer actually began in 1936 as a show of support for the Malayan tin industry.[21] Malayan Breweries tested Tiger Beer that had been transferred into American imported cans against bottled Tiger Beer across the span of 2, 4, 6 and 8 weeks.[22] However, the initiative did not take off due to added taste that the tin lining imparted onto the beer itself.[23]


After close to 70 years at the Alexandra road brewery, the main production hub for Tiger Beer was relocated to Jalan Ahmad Ibrahim at Tuas in 1990.[24] The new manufacturing site cost approximately S$200 million to build.[25] In the same year as the relocation, Malayan Breweries was renamed Asian Pacific Breweries (APB).[26]


As of 2019, Tiger Beer holds factory tours at the Jalan Ahmad Ibrahim brewery (closest MRT station Joo Koon). The tour is available from Tuesday to Sunday with 5 sessions timed at 1 pm, 2 pm, 3 pm, 4 pm and 5 pm.[27]

Expansion overseas

Tiger Beer was made readily available in Malaysia in 1962 when Malayan Breweries opened its first manufacturing plant in Sungei Besi, Kuala Lumpur.[28] In 1981, Tiger Beer was distributed to the UK and Germany markets. Tiger Beer continued to expand into countries in Asia such as Vietnam and China in 1993 and Thailand, Sri Lanka, Mongolia and India in 2001. By 2007, there were 30 manufacturing sites in 12 different countries and Tiger Beer was available in more than 60 countries worldwide.[29]


In the Asia Pacific region, Tiger’s production volume increased from 2.9 million hectolitres in 2011 to 5.1 million hectolitres in 2013.[30] In 2014, Tiger Beer was recognised for being one of the biggest business successes in Vietnam’s beer market where there was a 21.8% increase in manufacturing. By 2017, Tiger Beer was producing 11.5 million hectolitres of beer.[31]


Tiger Beer was introduced to Japan in 2018. In conjunction with the launch, a Tiger beer pub called Tiger Yuki was set up temporarily in Tokyo.[32] Tiger Beer invited a Singapore hawker, Tan Wee Yang to serve his famous prawn paste chicken (har cheong kai) at the event. Tan also collaborated with Japanese chef Shoichi Ueda to present prawn paste chicken burgers.

Change of ownership

In 2012, Fraser and Neave (F&N) agreed to sell Asia Pacific Breweries (APB) to Dutch company, Heineken at S$7.9 billion.[33] Initially, there was stiff competition between Heineken and Thai tycoon Charoen Sirivadhanabhakdi for the management and ownership of APB, and therefore the right to distribute Tiger Beer. The Thai Tycoon owned Thai Beverage which was Southeast Asia's second-biggest brewer at the time.[34]


However, on 19 September 2012, Charoen pulled out of the business war and pledged his support towards Heineken.[35] More than a week later, all F&N shareholders gave their consent for the takeover of APB by Heineken.[36] Since 1931, APB (then called Malayan Breweries) had been a joint venture between Heineken and F&N. At the time of the bidding war for APB, Heineken held a 56% stake in APB with F&N holding 40%.[37]

Product development

The Tiger Beer satay chips that were only available for a limited time period in 2018. Photo from Eatbook.sg.

In 2010, APB launched Tiger Beer's second flavour called “Tiger Crystal”. It was initially launched in Malaysia in March and subsequently distributed in Singapore in December.[38] The beer is made from malted barley and yeast and brewed using a special method called “Cold Suspension” where the beer is strained at a temperature of -1 degree Celsius.


"Tiger Radler" was released in 2013. Radler beer is known in Germany as "cyclist beer" and the name was inspired by an old story.[39] As one version of the story goes, 13,000 cyclists once patronised a bar owned by Frank Xaver Kugler in June 1922. The owner mixed lemon juice into the beer to ensure there was sufficient amount for everyone to consume. "Tiger Radler" contains similar ingredients to the original Tiger with the addition of natural lemon juice. Different fruit flavours such as mandarin orange, grapefruit and orange mango were also introduced for a period of time. In 2016, Tiger Beer introduced “Tiger Black” and “Tiger White” at a pop-up event at Beerfest Asia.[40] After a year, Tiger Beer officially released the two flavours permanently to the consumer market. “Tiger Black” is a type of black beer that is steeped with Asian black rice while “Tiger White” is a type of German wheat beer infused with coriander, clove and citrus.


Tiger Beer forayed into the snack industry in 2018 with its “Satay Potato Chips”. The chips were initially sold in Malaysia at the start of the year and later promoted in Singapore in October. The snack was only available in Singapore for a month.[41]

Campaigns and movements

Tiger White (left) and Tiger Black (right) that were released in 2016. Photo from Eatbook.sg.
Promotional poster for the Tiger Street Food Festival (2017). Photo from Tiger.

3890 Tigers (2017)

In 2017, Tiger Beer collaborated with World Wide Fund for Nature (WWF) to start a campaign called “3890 Tigers”. The campaign stood for the cause of protecting wild tigers from becoming extinct. The campaign was slated to last for 6 years. Tiger Beer also donated US$1 million to Tx2, a movement aimed to increase the tiger population by 2 times by 2022.[42]  A site was also created for members of the public to take an oath to protect tigers. Beyond Singapore, the campaign was also publicised in Malaysia, Cambodia, China, Hong Kong, Russia, the US and New Zealand. Within 8 weeks, the movement received a response of more than 32,000 oaths.[43]


In 2018, Tiger Beer worked with WWF and Kenzo to create a clothing line titled “Rare Stripes” (promotional YouTube video). The line was sold at Ginza Six in Tokyo. The coats were designed by 4 illustrators, printmakers and visual artists from Cambodia, Malaysia, Singapore and the United States. The coat hangers were made of snare wire that is normally used for hunting wild tigers. All profits went to the WWF organisation.[44] Later in the year, Tiger Beer launched “Tiger Roar” in Seoul, South Korea. The event comprised of live performances, fashion and art shows, and light showcases.[45] Notable guests such as fashion designer Amos Ananda Yeo, visual artist Jee Young Lee and musical artist Roxxxan were present at the event.[46]

Tiger Beer Street Food Movement (2016)

In April 2016, Tiger Beer initiated the “Tiger Beer Street Food Movement”. The campaign aimed to promote hawker culture in Singapore and motivate locals to show their appreciation to the hawkers.[47] In conjunction with the campaign, Tiger Beer organised pop-up food courts at the ground levels of public housing estates between 20 April and 18 May.[48] Tiger Beer also sponsored videos that featured inspiring hawkers in Singapore.[49]


In early 2017, 25 new hawkers were given donations of up to S$10,000 each from the Tiger Street Food Support Fund to help set up their businesses.[50] The Tiger Street Food Festival was held at Tan Quee Lan Street in 2017 and The Deck on Prinsep Street in 2018. The festival aimed to raise funds to support the newer generation of Singaporean hawkers. The event consisted of food stalls from hawker centres as well as live performances. In 2018, Tiger Beer invited Gail Belmonte, a former finalist on the China Super Vocal 2016. Through the event, Tiger Beer raised S$72,000 in 2017[51] and S$11,238 in 2018.[52]

Tiger Jams (2016)

In May 2016, Tiger Beer launched “Tiger Jams” in Malaysia and Indonesia. The campaign was a platform for aspiring musicians to work with established musicians in Asia such as ToNick from Hong Kong, The Sam Willows from Singapore and musical group PolyCat from Thailand. Videos of the competition were uploaded on the internet and members of the public were able to select their favourite musical collaboration.[53] A private concert was held on September 2 at Rhapsody Square, TREC Kuala Lumpur where artistes such as Son Of A Policeman (SOAP), Rozella, Donamarie and CHVRCHES were invited to perform on stage.[54]

Awards[55]

Asia

Year Event Organisation Title
2008 New Zealand International Beer Awards Brewers Guild of New Zealand Australasian, Latin American or Tropical-Style Light Lager category
1995, 1996, 1997, 1998 Australian International Beer Awards The Royal Agricultural Society of Victoria & the University of Ballarat Silver Award
1977 International Beer Contest Asian Wall Street Journal (Hong Kong) Best Brew

Europe

Year Event Organisation Title(s)
1998 Brewing Industry International Awards Brewing Technology Services (London) Gold Award
1993, 1996, 1997

1968, 1978, 1979, 1980, 1982, 1983, 1984, 1985, 1987, 1988, 1990, 1992, 1993

1991

Selection Mondiale Institut Pour Les Selection De La Qualite (Barcelona) Silver Award

Gold Award

Grand Gold Award

1986 International Quality Display Institut Pour Les Selection De La Qualite (Barcelona) Gold Award
1986

1983

1982

1971

Lager Beer Competition The British Bottlers Institute Silver Award

Class D Diploma for Excellence

Class E Diploma for Excellence

Gold Award & Diploma for Excellence

1984 International Monde Cup Competition Institute Pour Les Selection De Le Qualite Gold Award for Brewing Excellence & Superior Taste & Quality
1980 International Blind-tasting of Beers Sunday Times (London) Top Taste of Lager
1970

1964

1954

Commonwealth Bottled Beer Competition The Brewing Bottling & Allied Trades Exhibition (London) Gold Award

Silver Award

Gold Award

1954 The Brewers’ Exhibition The Trades, Markets & Exhibitions Ltd (London) Gold Award

Silver Award

1939 Bottle Beer Competition Brewing Trade Review (British Empire Overseas in London) Bronze Award

USA & Others

Year Event Organisation Title
2004, 2010 World Beer Cup Cool Brandleaders Council Cool Brand Leader

International-Style Lager (Gold) European Style Pilsner

2005 Wine & Spirit International Beer Challenge Wine & Spirit International Silver Award Premium Lager

References / Citations

  1. ↑ "Why Tiger Beer set up plant". New Nation. March 27, 1973. Retrieved from NewspaperSG.
  2. ↑ "Why Tiger Beer set up plant". New Nation. March 27, 1973. Retrieved from NewspaperSG.
  3. ↑ "Page 2 Advertisements Column 1". Straits Telegraph and Daily Advertiser. October 3, 1932. Retrieved from NewspaperSG.
  4. ↑ "FREE BEER!". The Straits Times. October 3, 1932. Retrieved from NewspaperSG.
  5. ↑ "Drinking a toast to the Dutch connection". The Straits Times. April 24, 1983. Retrieved from NewspaperSG.
  6. ↑ "MALAYAN BREWERIES' RECORD PROFIT". The Straits Times. March 18, 1940. Retrieved from NewspaperSG.
  7. ↑ "MALAYAN BREWERIES' RECORD PROFIT". The Straits Times. March 18, 1940. Retrieved from NewspaperSG.
  8. ↑ "Why Tiger Beer set up plant". New Nation. March 27, 1973. Retrieved from NewspaperSG.
  9. ↑ Labrador and Alexandra Heritage Tour. "19 Alexandra Industrial Estate". mycommunity.org. Accessed on 10 April 2019. Retrieved from: http://www.mycommunity.org.sg/tour-2/164-19-alexandra-industrial-estate.html
  10. ↑ "PROUD DAY FOR PIONEERS OF BREWING IN S.E.A". The Straits Times. November 17, 1962. Retrieved from NewspaperSG.
  11. ↑ "Drinking a toast to the Dutch connection". The Straits Times. April 24, 1983. Retrieved from NewspaperSG.
  12. ↑ "Page 2 Advertisements Column 3". Syonan Shimbun. January 27, 1943. Retrieved from NewspaperSG.
  13. ↑ "TIGER BEER & STOUT". Syonan Shimbun. May 1, 1942. Retrieved from NewspaperSG.
  14. ↑ Lee Tuck Soon. "20,000,000 BOTTLES EVERY YEAR LEE TUCK SOON". The Singapore Free Press. August 24, 1949. Retrieved from NewspaperSG.
  15. ↑ "Page 1 Advertisements Column 3". Malaya Tribune. July 22, 1947. Retrieved from NewspaperSG.
  16. ↑ The Straits Times Annual. 1951. Retrieved from NewspaperSG.
  17. ↑ tigerbeer. "Tiger Beer TVC - Earthquake (1973)". YouTube. June 26, 2012. Accessed on 10 April 2019. Retrieved from: https://www.youtube.com/watch?v=BhDJ3pEUpdo&has_verified=1
  18. ↑ "BREWERY STEPS UP CANNING WORK". The Straits Times. August 20, 1965. Retrieved from NewspaperSG.
  19. ↑ "Tiger dealers see new line". The Straits Times. August 27, 1965. Retrieved from NewspaperSG.
  20. ↑ "BREWERY STEPS UP CANNING WORK". The Straits Times. August 20, 1965. Retrieved from NewspaperSG.
  21. ↑ "Canned Beer Experiment In Singapore". The Straits Times. March 29, 1936. Retrieved from NewspaperSG.
  22. ↑ "Beer In Cans". Malaya Tribune. March 30, 1936. Retrieved from NewspaperSG.
  23. ↑ "Canned Beer Experiment In Singapore". The Straits Times. March 29, 1936. Retrieved from NewspaperSG.
  24. ↑ "Asia-Pacific Breweries to sell Alexandra Road sites". July 3, 1990. The Business Times. Retrieved from NewspaperSG.
  25. ↑ Tiger. “Our Story”. Accessed on 7 March 2019. Retrieved from: https://www.tigerbeer.com/global/en/our-story
  26. ↑ "OUR HERITAGE". APB Singapore. Accessed on 10 April 2019. Retrieved from: https://www.apbsingapore.com.sg/our-heritage/
  27. ↑ For more information: https://tigerbrewerytour.com.sg/
  28. ↑ "PROUD DAY FOR PIONEERS OF BREWING IN S.E.A". The Straits Times. November 17, 1962. Retrieved from NewspaperSG.
  29. ↑ Tiger. “Our Story”. Accessed on 7 March 2019. Retrieved from: https://www.tigerbeer.com/global/en/our-story
  30. ↑ Wong, Siew Ying. “Tiger Beer set to pounce on US market”. Today. March 21, 2015. Accessed on 8 March 2019. Retrieved from: https://www.todayonline.com/business/tiger-beer-set-pounce-us-market
  31. ↑ Heineken. “Heineken NV Annual Report 2017 (2).PDF”. Accessed on 8 March 2019. Retrieved from: https://www.theheinekencompany.com/Investors/Reports-and-Presentations?Skip=40&Take=10&YearFilters=2018
  32. ↑ Lam, Lydia. “Tiger Beer ventures into Japan market with a pop-up bar”. The Straits Times. May 30, 2018. Accessed on 8 March 2019. Retrieved from: https://www.straitstimes.com/lifestyle/tiger-beer-ventures-into-japan-market-with-a-pop-up-bar
  33. ↑ Wong, Siew Ying. “Tiger Beer set to pounce on US market”. Today. March 21, 2015. Accessed on 8 March 2019. Retrieved from: https://www.todayonline.com/business/tiger-beer-set-pounce-us-market
  34. ↑ “Heineken wins control of Tiger beer in $4.5bn deal”. BBC News. August 19, 2012. Accessed on 8 March 2019. Retrieved from: https://www.bbc.com/news/business-19310840
  35. ↑ “Heineken wins support of Thai billionaire for Tiger bid”. BBC News. September 19, 2012. Accessed on 8 March 2019. Retrieved from: https://www.bbc.com/news/business-19644946
  36. ↑ “Heineken wins shareholder approval for Tiger beer takeover”. BBC News. September 28, 2012. Accessed on 8 March 2019. Retrieved from: https://www.bbc.com/news/business-19754296
  37. ↑ “Heineken wins shareholder approval for Tiger beer takeover”. BBC News. September 28, 2012. Accessed on 8 March 2019. Retrieved from: https://www.bbc.com/news/business-19754296
  38. ↑ Madhavi Tumkur. “APB launches Tiger Crystal TVC in Singapore”. Campaign. December 3, 2010. Accessed on 18 February 2019. Retrieved from: https://www.campaignasia.com/article/apb-launches-tiger-crystal-tvc-in-singapore/240607
  39. ↑ Chen, Sophie. “Tiger Beer brings Radler to Singapore”. Campaign. November 29, 2013. Accessed on 18 February 2019. Retrieved from: https://www.campaignasia.com/article/tiger-beer-brings-radler-to-singapore/366030
  40. ↑ Anjali Raguraman. “Home-grown Tiger Beer’s first foray into new brew styles in 85 years”. The Straits Times. August 11, 2017.  Accessed on 18 February 2019. Retrieved from: https://www.straitstimes.com/lifestyle/food/tiger-beer-goes-black-and-white
  41. ↑ Fong, Florence. “Tiger Beer Launches Satay-Flavoured Potato Chips”. Today. September 27, 2018. Accessed on 18 February 2019. Retrieved from: https://www.todayonline.com/8days/eatanddrink/newsandopening/tiger-beer-launches-satay-flavoured-potato-chips
  42. ↑ Ad Nut. “Tiger Beer sinks teeth into big-cat conservation”. Campaign. May 31, 2017. Accessed on 28 February 2019. Retrieved from: https://www.campaignasia.com/video/tiger-beer-sinks-teeth-into-big-cat-conservation/436817
  43. ↑ Tiger. Accessed on 28 February 2019. Retrieved from: https://www.tigerbeer.com/global/en/3890
  44. ↑ Ad Nut. “Tiger Beer, Kenzo and WWF turn big cats’ stripes into fashion”. Campaign. June 25, 2018. Accessed on 28 February 2019. Retrieved from: https://www.campaignasia.com/gallery/tiger-beer-kenzo-and-wwf-turn-big-cats-stripes-into-fashion/446156
  45. ↑ Tiger. Accessed on 8 March 2019. Retrieved from: https://www.tigerbeer.com/global/en/tiger-roar-korea
  46. ↑ Tiger. Accessed on 8 March 2019. Retrieved from: https://www.tigerbeer.com/global/en/raw-roar
  47. ↑ “4 things Tiger Beer is doing to celebrate hawker food”. The Straits Times. August 31, 2016. Accessed on 18 February 2019. Retrieved from: https://www.straitstimes.com/lifestyle/food/4-things-tiger-beer-is-doing-to-celebrate-hawker-food  
  48. ↑ Goh, Gabey. “Tiger Beer treats Singapore to street food”. Campaign. May 20, 2016. Accessed on 18 February 2019. Retrieved from: https://www.campaignasia.com/gallery/tiger-beer-treats-singapore-to-street-food/424819
  49. ↑ Sonia Yeo Sijia. “Tiger Beer wants to fuel the next generation of hawkers”. Today. September 8, 2016. Accessed on 18 February 2019. Retrieved from: https://www.todayonline.com/lifestyle/food/tiger-beer-wants-fuel-next-generation-hawkers
  50. ↑ Singh, Bryna. “25 hawkers receive $10,000 each from Tiger Beer fund”. The Straits Times. February 23, 2017. Accessed on 18 February 2019. Retrieved from: https://www.straitstimes.com/lifestyle/25-hawkers-receive-10000-each-from-tiger-beer-fund
  51. ↑ Tigerbeersg. Instagram. September 30, 2017. Accessed on 18 February 2019. Retrieved from: https://www.instagram.com/p/BZpsmtQFgF9/
  52. ↑ Woo, Meredith. “A feast for the senses: Five reasons to visit the Tiger Street Food Festival”. The Straits Times. May 28, 2018. Accessed on 18 February 2019. Retrieved from: https://www.straitstimes.com/lifestyle/food/a-feast-for-the-senses-five-reasons-to-visit-the-tiger-street-food-festival
  53. ↑ Rezwana Manjur. “Tiger Beer brews up a musical plan for local artists”. Marketing. May 27, 2016. Accessed on 8 March 2019. Retrieved from: https://www.marketing-interactive.com/tiger-beer-brews-musical-plan-local-artists/    
  54. ↑ Tiger Jams Centerstage. Facebook. Accessed on 8 March 2019. Retrieved from: https://www.facebook.com/events/1143350035739561/
  55. ↑ “Brand History - Sport Singapore”. Sports SIngapore. Accessed on 8 March 2019. Retrieved from: https://www.sportsingapore.gov.sg/~/media/corporate/files/.../mapannex6doc.doc
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