Tiger: Soju infused lager launch – Asian explosion in a bottle

Heineken launched new beer brand Tiger Soju in Vietnam to accelerate premiumisation growth momentum, drive awareness with distinctive brand exposure, and build aspiration.

Campaign details

Brand: HEINEKENAgency: DENTSU REDSTARRegion: APAC

Strategy

Objective

Even Tiger with 30 years of tradition is the no.1 premium beer brand in Vietnam based on a NielsenIQ report about market share & quantity in the beer category in 2021. There observed signals from the market for more growth, according to Tiger's CMI & demand space report:

  • The share of sessionable (light & smooth) lager taste segment in the beer market grows steadily yearly and reached 47% of share (53.3% remaining for Regular (bold & strong) taste) in 2022 (+51.6% vs 2018)
  • "Enjoy A Treasurable...

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