Heineken’s Asian lager brand Tiger Beer is introducing a 4x330ml can pack.

With small cans currently in +35% value growth (Nielsen MAT W/E 04.02.17), the SKU will meet shopper demands and encouraging more cross category purchases.

Retailers can pick up extra sales through food pairings with Tiger and Indian, Chinese or Thai meals and ingredients. With a sweeter aroma and peppery finish, Tiger packs more of a bite than you’d expect from an Asian lager, which the brand says makes it the ideal choice to stand up to some of the sweeter Asian dishes, like Satay.

Recent research has revealed that 81% of planned social occasions include food (Kantar Worldpanel Alcovision serves/occasions/drinker % data to 12 m/e 30 Sept 2016), and as the perfect partner to Asian-inspired meals or takeaways during a night in with friends, Tiger will tap into this occasion and help retailers add bite to their food and beer sales.

Toby Lancaster, category and shopper marketing director at Heineken, said: “Tiger Beer’s courageous spirit appeals to a trend-conscious consumer, and we know that the new can-pack format is right up their street. We’re confident the new SKU will help our customers unleash higher lager sales this summer and beyond, so retailers should stock up now to reap the benefits.”

The new 4x330ml can pack is available at an RRP of £4.50. Tiger is also available in a 640ml bottle, RRP £2.