Heineken Ireland appointed distributor for Tiger Beer
Further extending its portfolio of lager and stout brands, Heineken Ireland has secured distributorship with Tiger Export Pte Ltd (TEPL) for it to exclusively import, market and distribute Tiger beer in all territories of Ireland from 1 October 2010.
Confident that Tiger will make a valuable addition to the strong portfolio of Heineken Ireland, Walter L Drenth, marketing director for Heineken Ireland said: “Heineken Ireland is delighted to add Tiger to our growing lager portfolio. Tiger is a superior Asian beer offering that complements Heineken Ireland’s diverse international beer portfolio and will play a key strategic role in our plans going forward as we seek to extend its premium positioning and association with Asian food.”
Ong Chui Seng, general manager, TEPL, said the company was confident its partnership with Heineken Ireland would prove a success, given the distributor’s track record in developing successful beer brands.
“We are confident that their extensive trade distribution and experience as well as their insights into the Irish beer market will take Tiger to the next level of success in Ireland,” she said.
Embraced as a choice brand that hails from the Far East, Tiger will complement Heineken Ireland’s international brand portfolio that includes Heineken, Coors Light, Desperados, Foster’s, Paulaner, Birra Moretti, Zywiec and Beamish, and Murphy’s Stouts in Ireland. The award-winning beer will be available in 500ml and 330ml bottles as well as draught.