Anheuser-Busch gets rights for Tiger Beer

Modern Brewery Age,  March 20, 2006  

Tags: Anheuser-Busch

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Anheuser-Busch is quickly moving to broaden its import portfolio, adding Tiger Beer from Singapore to its line-up.

In Asia, Asia Pacific Breweries is a growing powerhouse. That growth has been on the merits of Tiger, its flagship beer, a crisp lager that travels well.

Although the brand is well-known to American business travelers in Asia, it will be new to most U.S. consumers. It has been marketed in the U.S. for the last couple of years by Tiger Beer U.S.A., and has shown some positive movement in its brief exposure to the market (Last year, Tiger reported high double-digit growth, albeit off a non-existent base).

"Tiger Beer is recognized as one of Asia's finest beer exports," said August A. Busch IV, president of Anheuser-Busch Inc. "Tiger is a high-quality, premium brand that is a perfect complement to our growing portfolio of import beers."

Asia Pacific Breweries hailed the agreement, which will give Tiger access to Anheuser-Busch's network of nearly 600 wholesalers.

"We are sure that we have found the right partner for Tiger in Anheuser-Busch," said Mr. Koh Poh Tiong, chief executive officer, Asia Pacific Breweries. "We share the same views on how the brand should be marketed and positioned in the vast American beer market, and most importantly, Anheuser-Busch shares our passion and excitement for our brand. We believe that together with Anheuser-Busch, we shall be able to bring Tiger to another level of growth in the U.S. market."

"While beer drinkers in Asia have been enjoying Tiger for many decades, drinkers in America are only beginning to discover Tiger," said Mr. James Wong, general manager, Tiger Export Pte Ltd, the global exporter of Tiger Beer for Asia Pacific Breweries.

The agreement will be effective May 1, 2006. Terms were not disclosed. The brand will continue to be brewed at Asia Pacific Breweries' Singapore brewery.

Based in Singapore and listed on the Singapore Exchange, Asia Pacific Breweries is a joint venture between the Fraser and Neave Group of companies and Heineken of Holland.

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