Heineken’s premium Asian lager brand, Tiger beer, is celebrating its heritage with limited edition packaging and food-pairing deals for the Chinese new year festival.
There will be a limited edition Chinese new year themed sleeve wrap 640ml single bottle and themed outer packaging on 4-packs, 12-packs and 24-packs, available from January 20 until the occasion on February 8.
Building on the fact that food lies at the heart of many Chinese new year traditions, Tiger has also teamed up with several supermarkets and various wholesale customers to offer promotions and sampling linked to pan-Asian food in-store.
Heineken’s off-trade category & trade marketing director Craig Clarkson said: “Chinese new year presents retailers with a fantastic opportunity to drive incremental sales by making the most of the ‘enjoy with food’ occasion. Retailers should take advantage of the vibrant new packaging by allocating more space on shelf for Tiger beer whilst offering cross-category promotions with Asian food to inspire additional impulse purchases.”