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WHITE PLAINS, N.Y. — Asian lager brand Tiger Beer welcomes the Lunar New Year with retail and on-premise programing that celebrates the beginning of spring and family traditions.
Now through February, Tiger Beer’s campaign will feature custom-designed point-of-sale materials like price cards, posters, banners, table tent coasters, mugs and Chinese lanterns to encourage legal-drinking age (LDA) shoppers and on-premise patrons to choose the lager.
"Tiger Beer embodies the energy, diversity and creativity of the city streets where the heart of the Lunar New Year festivities reside," said Amberly Hilinski, senior brand manager, Five Points Trading Co., importer of Tiger Beer. "Sharing a cold Tiger Beer brings together family and friends in the festivity of the holiday. For our 2017 Lunar New Year program, we collaborated with emerging Hong Kong street artist, Kristopher H., to capture the celebration’s energy and hope of prosperity through striking illustrations featured on our brand point of sale."
Tiger Beer emerged in Singapore in 1932 and is enjoyed today in more than 50 countries. One of the leading contemporary beer brands, Tiger Beer is made through a precise brewing process that lasts more than 500 hours and is powered by 8,000 solar panels for a refreshing, full-bodied taste. The lager has won more than 40 international awards and accolades.
"Asian-American and multicultural consumers are deeply rooted in the unique traditions and family connections of the Lunar New Year holiday," Hilinski commented. "Asians are expected to make up 15 percent of U.S. population growth between 2010 and 2020, and will represent $1 trillion in buying power in 2017.
"Tiger Beer, a popular choice among LDA Asian consumers throughout the world, is the ninth-largest global premium brand and has grown 32 percent over the past two years. Our Lunar New Year program provides retailers, bars and restaurants with the elements they need to drive traffic and incremental sales throughout the 2017 Lunar New Year season," she added.
Based in White Plains, Five Points Trading Co. is a Heineken USA company. It is the official U.S. importer of Heineken’s emerging global beer brands including: Red Stripe, Tiger, Birra Moretti, Affligem Belgium Blonde, Murphy’s Irish Stout, Prestige, and Cerveja Sagres.