tiger chinese new year

Heineken is seeing in the Chinese New Year with the launch of a limited-edition, Asian-inspired 640ml bottle design for its Singapore beer Tiger.

The new artwork will also appear on 330ml packs of four, 12 and 24. Heineken said the packaging would offer improved standout on shelf, as well as reinforcing the beer’s Far Eastern heritage. Tiger became Singapore’s first locally brewed beer when it was founded in 1932.

“Chinese New Year presents retailers with a fantastic opportunity to drive incremental sales by making the most of the ‘enjoy with food’ occasion,” said Heineken’s off-trade marketing director, Craig Clarkson. “Retailers should take advantage of the vibrant new packaging by allocating more space on shelf for Tiger beer, while offering cross-category promotions with Asian food to inspire additional impulse purchases.”

Sales of Tiger were down 15.3% last year to £13.8m [Nielsen 52 w/e 10 October 2015]. The brand lost listings in Tesco and Sainsbury’s for its 12-packs last March.