Previously distributed by Ubevco in the UK, Tiger Beer UK was set up in May last year by its parent company Asia Pacific Breweries to handle all UK sales, marketing and distribution for the pan-Asian beer brand.
The company, which is based in Dorking, Surrey, and employs 35 people, became operational in October 2005 and, says Neo, hasn’t looked back since. “We are looking for growth,” says Neo. “I think that in terms of volume we can double in the next five to six years or so.”
Neo’s work at Tiger Beer UK is a world away from his previous career in the oil industry, where he spent 11 years working for Exxon Mobil, most recently as country manager for Vietnam. “I have always wanted
to work in fast moving consumer goods and chose to work for Tiger Beer because it is a global fmcg company with a growing market,” says Neo. “I think it is more exciting.” As part of his new role, Neo is responsible for the growth of Tiger Beer in the UK. He has just finished working on a shoot for a new advertising campaign, which will be more print-led than previous campaigns for the brand. Plans are also being set in place to launch a new bottle and introduce new labels within the next few months.
Neo is also keen to see Tiger Beer get more space in the multiple retailers. He explains that although the beer is listed in all the big supermarkets, it is challenging to get more space for it on the crowded beer shelves. “The beer market as a whole is improving, especially the premium ranges,” he says. “Because of this we think that we deserve more shelf space and are in constant discussions with the multiples,” he adds.