‘Made in Singapore’ boast becomes the focus for Tiger Beer in new campaign

Tiger Beer is attempting to tap into local pride in Singapore with the launch of a campaign based around a limited edition bottle series.

The announcement:

Born and brewed in Singapore for Singapore, Tiger Beer is celebrating its local roots with the release of five Singapore district bottles showcasing artwork inspired by the cultural and iconic elements that define each district.

From the heritage shophouses in Katong to the lantern-adorned streets of Chinatown, just imagine the icons of Singapore brought to life on an ice-cold bottle of fresh local brew. The first in the series of line-up is the limited edition, brewed-fresh-from-Tuas district bottle celebrating the Tiger Beer’s true home right here in the little red dot.

Tiger Beer is brewed fresh in Singapore, for Singapore For over 80 years, Tiger Beer has been freshly brewed right in the Nation’s backyard, in Tuas. While other beers can take months to reach Singapore, a fresh brew of Tiger Beer is just hours away. This first-of-its-kind bottle has been designed to celebrate Tiger’s heritage as Singapore’s first locally brewed beer, paying tribute to the Nation’s freshest beer, delivered from brewery to lips in two weeks.

But it doesn’t stop there. The Tuas district bottle is just the first to come in the series of limited edition collectibles, and Tiger is giving the Nation a once-in-a-lifetime opportunity to decide which customised district bottle comes next.

How? 2 Vote for your district in the Tiger District Elections Tiger is rallying the community to go fresh and support local through the Tiger District Elections where Singaporeans get to decide the customized district bottles that should come next, in a showcase of district pride and passion for fresh, local beer.

Running online from now till 16 December, the Tiger District Elections gives people the power to vote for any districts and decide which four neighbourhoods in Singapore deserve to be immortalized on a Tiger Beer bottle. Every vote counts in representing your district pride. Based on the highest number of votes generated, Tiger will announce four winning districts where each will receive their very own special, limited edition Tiger Beer district bottle.

From Tiong Bahru to Tampines, Bugis to Bedok, the designs of each winning bottle will be inspired by the rich, cultural heritage that defines every district, from its heritage to the architecture and iconic landmarks. The elections will culminate in pop-up celebrations that will bring communities and neighbourhoods together over local food, local entertainment, local pride and fresh, local Tiger Beer.

“As the beer of Singapore, we want the Nation to reclaim its pride and passion for fresh, local beer. The Tiger District Elections will not only reignite the spark that drives our local pride and community spirit, but will enable us to further personalize our offering locally and grow Singaporeans’ preference for imported beer from the West, Jurong West,” said Faye Wee, marketing director of Asia Pacific Breweries Singapore.

Love and pride for local beer The campaign was inspired by an insight uncovered in a regional survey conducted by Tiger across 1,200 respondents in six countries, Australia, Japan, Korea, the Philippines, Singapore and Thailand, to understand the latest regional beer drinking trends. One thing that beer drinkers across the region can agree on is that ‘Taste’ (92%) and ‘Freshness’ (64%) are the two most important factors when choosing a beer.

It came as no surprise then that 68% of respondents prefer beer brewed in their own country. Japan is the most patriotic among the nations surveyed with a resounding 98% preferring their local brew followed by the Philippines, Thailand, Australia, South Korea and Singapore. “Over the past 80 years, Tiger Beer has been capturing the hearts and taste buds of beer lovers around the world.

As a national icon, we’ve always been proud to use our global scale to champion Singaporean talents and flavours to the world. As we continue rallying behind our country’s best, we also want to do something that brings 3 Singaporeans together in celebration of our proudly local heritage, and remind the Nation that we truly are the freshest beer around,” added Faye.


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