Asia Brewers Network

Tiger Beer Roars In The Malaysian Metaverse

19th January 2022

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.

The partnership fits within the brand’s global campaign celebrating the Year of Tiger in the lunar calendar, which has seen a big increase in marketing activity including appointing South Korean footballer Son Heung-min as their global ambassador.
Tiger Beer NFT metaverse Malaysia

An example ‘Lucky Tiger’ NFT that has been reportedly generated from a range of 86 “tiger traits”

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.


tiger beer nft malaysia pestle & mortar discord

More examples of the NFTs valued at over 3,000 USD from The Tiger Archive’s website.


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 founder of consulting firm Beer Asia and lives, works and drinks between Kuala Lumpur, Malaysia and Saigon, Vietnam. You can find him on Twitter @oiwoods

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