Tiger Beer has launched its first NFT collection in Malaysia to celebrate Chinese New Year.
The Heineken-owned beer brand collaborated with Malaysian streetwear brand Pestle & Mortar to create the ‘Tiger Archives’, a collection of hand-drawn Tiger-inspired artwork “ingrained into a safe and secure blockchain”.
According to Tiger Beer’s Malaysian Facebook Page, “The Tiger Archives are inspired by Chinese archival prints. Fully hand drawn. With over 86 traits ranging from tiger poses, skins, lucky charms and historical Tiger bottle designs.”
Each ‘Lucky Tiger’ will cost 0.05 ETH (around 3,110.74 USD) + gas. It will be stored as a token on the Ethereum blockchain and is tradeable on OpenSea, a peer-to-peer NFT marketplace.
The purchase of a ‘Lucky Tiger’ from the Archive also allows owners to access to ongoing perks and discounts from the collaborating brands.
In comments to advertising trade magazine Marketing Interactive, the founder of Pestle & Mortar Hugh Koh shared the logic behind the Tiger Archives integration with NFTs.
“By ingraining the Spirit of the Tiger onto the blockchain, these NFTs also serve as lucky charms that will bring its owners joy and abundance throughout the Tiger year and beyond.”
Tiger fans and crypto enthusiasts alike are able to find out more about the collaboration on a customised microsite the two brands created.
Curiously, the Tiger Archives also have a Discord channel dedicated to the project.
Discord, a messaging platform frequently used by gamers, has become popular amongst communities of cryptocurrency and NFT traders.
Despite NFTs being relatively new to the world of beer (we recently wrote about 7 Bridges NFT release) signs of interest in the project are positive with several thousand participants in the Tiger Archives on Discord and wide-ranging interest on Twitter and other social platforms.