Tiger will be investing £5m in the brand in the UK this year, which will include off-trade promotions as well as a press advertising campaign and additional marketing.
Bennett Neo, marketing director for Tiger Beer UK, said that sales had been helped by a general consumer trend towards Asian brands. “We believe that the huge investments we are making across all aspects of the business will help us get closer to achieving our long-term aspiration, that is of becoming both the leading Asian beer and the top genuine imported premium packaged lager in the UK.”
Tiger Beer will also be receiving a new brand identity this April, which Neo said would modernise the brand as well as illustrate its evolution over the years.
Weissbier Etalon, imported by Vertical Drinks, will be part of a sampling campaign through 100 Tesco stores nationally on February 23. Helen Moores, Tesco’s speciality beer buyer, said that the Ukrainian beer would form part of its strategy to give customers a chance to ‘try before they buy’.
Old Pulteney Single Malt Whisky will be title sponsor of the Old Pulteney IRC Scottish Championships, a yacht racing weekend on June 10 and 11 on the Firth of Clyde. The brand will also welcome participants to the event with a whisky tasting reception.
Ehrmanns has set up a new distribution agreement with producer Keo for its range of Cypriot wines in the UK and Ireland, effective from March 6. The arrangement ends Keo’s long association with Constellation Europe.
South African wine producer KWV is launching a new logo and packaging for its KWV Classics range, distributed by Edward Cavendish. New labels were introduced to increase brand recognition and shelf presence for the range.
Ukraine beer test
Whisky gets racey
new kwv classics