Tiger Beer has announced it will spend £5m on marketing in the UK this year, moving away from traditional print ads into TV for the first time and stepping up its online activity.

According to marketing manager Steven Greaves, the change is part of the brand's natural evolution. "The brand is now talking to early adopters and the majority of beer consumers. The media channels are new to us, but relevant to them and what we are trying to achieve," he said.

As part of the TV activity Tiger will sponsor the Sky Movies Indie channel and Anthony Bourdain's No Reservations programme on the Discovery Travel & Living channel.

Online activity, aimed at 18 to 34-year-olds, includes the re-launch of the Tiger Beer website and online ads on sites such as Urban Junkies and LoveFilm.

Other plans include off and on-trade promotions, consumer events and beer sampling.