Asia Brewers Network

Tiger Uncages Son Heung-min

13th January 2022

One of the world’s best-known footballers, Son Heung-min, is Tiger Beer’s new global brand ambassador.

In his first act in the role, he features in the Heineken-owned brand’s ‘Year of Your Tiger’ campaign.

The campaign’s first television commercial celebrates the upcoming lunar new year, which is both the year of the Tiger in the Zodiac calendar and the Singaporean beer brand’s 90th anniversary.

The commercial, developed by advertising agency Publicis and production house the Sweet Shop, has already launched in Asia Pacific and Brazil and will be rolled out globally. 

The campaign is part of a concerted effort Tiger’s marketing and branding team is making to reassert the brand’s ‘Uncaged’ creative platform globally, with a focus on targeting drinkers in Asia with more relevant content and influencers.

YouTube analytics to date show that Tiger has invested media budgets strongly in South Korea, leveraging Mr Son’s fame in his home country. At the time of publishing are nearly one million views of content related to Mr Son’s new role on Tiger’s YouTube channel.

Besides the launch of their global brand campaign, Tiger recently collaborated with Singaporean distillery Brass Lion to launch a beer cocktail, Crystal Roar.

tiger beer brass lion distillery

The Crystal Roar beer cocktail, 1 part Brass Lion Sour Plum Calamansi with four parts Tiger Crystal, was launched in late November in Singapore. 







Article by:

Oliver Woods

Oliver Woods


Beer Asia

Oliver is a marketing strategist by trade and a craft beer enthusiast by choice. He is the co-founder of Kakilang Brewing Company, a nomadic nano-brewery and lives, works and drinks in Saigon (Ho Chi Minh City), Vietnam.

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