Asia Brewers Network

Tiger uncaging Soju Infused Lager

21st April 2023

Tiger Beer recently launched its latest innovation, Tiger Soju Infused Lager, enlisting K-pop superstar G-DRAGON as the new Global Tiger brand ambassador.

The partnership with G-DRAGON is Tiger’s biggest brand partnership yet and taps into the popularity of soju and Asian culture, which is gaining prominence worldwide. Known for his bold and progressive attitude, Tiger brand owners Asia Pacific Breweries (APB) believe G-DRAGON perfectly embodies what the brand stands for – breaking barriers and inspiring everyone to uncage their inner passions.

The South Korean artiste and leader of BIGBANG stars in the latest Tiger campaign, ‘Tiger Soju Infused Lager – Feel the Twist’, a 30-second campaign clip.

“I am proud to represent Tiger – a brand known for its courageous spirit. Breaking barriers while remaining true to myself is one of the ways I resonate with Tiger. Together, I hope we can inspire everyone to uncage their inner passions while remaining unafraid of what others might say,” said G-DRAGON.

Tiger Soju Infused Lager is a blend of lager and soju, with a range of natural flavors that APB hope will appeal to Millennial and Gen Z consumers. The four natural flavors being Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach – with an ABV of 4.0% to 5.5%, depending on the market. The new product offers a hint of sweetness and a refreshing beer aftertaste, providing a unique taste experience to consumers.

Sean O’Donnell, Tiger’s Global Brand Director, stated that “With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience. We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger stands for.”

The launch of the new product will be held across all Tiger markets, starting with Singapore and Vietnam. For Singapore, the launch party will be held at Pasir Panjang Power Station on 12 May 2023.

The event will feature stunning neon lights display and a one-of-a-kind colosseum-style bar serving the new beer. The festival has also scheduled K-pop acts LeeHi, Balming Tiger, Ramengvrl, and Singaporean R&B trio BRB.

The launch of the Tiger Soju Infused Lager is a bold move for Tiger Beer, tapping into the popularity of soju and Asian culture while providing a unique taste experience to consumers.

Article by:

Andreas Arphan

Andreas Arphan


Hailing from the world of public relations Andreas now provides PR consultancy and editorial services across the region as well as enjoying some of Asia’s finest craft beers from his home base in Malaysia.

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