Creative partnership with local Singapore artist reignites tradition with modern art to celebrate the Year of the Dog.

Tiger Beer, Asia’s premier beer brand, is uncaging celebrations in 2018 for the Lunar New Year through retail and on-premise programming and festive artwork that celebrates the Year of the Dog. The bold, interpretive artwork tells a story that celebrates the old and the new in order to reignite the appreciation and understanding of festive traditions shared with family and friends.

Singaporean artist, Dawn Ang, known for her bold focus on creative storytelling, has transformed 2,000 red envelopes into a three dimensional Lunar New Year story featuring traditional icons in a creative new light with paper art techniques.

“Dawn’s artwork, formed from a curated selection of cultural symbols such as lanterns, firecrackers, blossoms and oranges, comes to life on Tiger packaging and promotional materials this season. These traditional symbols are believed to usher in greater prosperity and luck for those who celebrate the occasion.”
– Amy Tay, Tiger Brand Director, Five Points Trading Company

Tiger Beer Program Uncages 2018 Lunar New Year Celebrations, poster

Tiger Beer Program Uncages 2018 Lunar New Year Celebrations

In addition to the limited-edition packaging, custom-designed retail and on-premise point of sale materials including posters, price cards, tuck cards, cooler decals, red envelopes, lanterns and playing cards are available to engage LDA+ shoppers and on-premise patrons and encourage them to choose Tiger Beer to celebrate the iconic Lunar New Year feast of festive symbols, deep-rooted traditions and family reunions.

“Today, there are an estimated 21MM Asians in the U.S. This population segment is expected to make up 15% of U.S. population growth between 2010-2020 and will represent more than $1T in buying power in 2018[1]. Tiger Beer is an increasingly popular choice among LDA+ Asian consumers and represents a significant opportunity for our retail partners to promote the brand and increase their bottom line. Our Lunar New Year program provides the elements they need to drive traffic and incremental sales throughout the 2018 Lunar New Year season.”
– Amy Tay

Maintaining a strong social presence and community involvement, Tiger Beer, born in Singapore in 1932 and enjoyed in more than 50 countries, is one of the world’s leading contemporary beer brands. Tiger Beer is made with only the finest ingredients through a precise brewing process that lasts over 500 hours and is powered by 8,000 solar panels. The result is a beer with an intensely refreshing, full-bodied taste that has won over 40 international awards and accolades.


[1]Sources: Nielsen Pop Facts Premier, 2012 update/Nielsen The Asian-American Consumer 2013/Pew Research Minorities account for nearly all U.S. population growth/2010 Census & 2012 Census Update/Simmons Fall 2013 Adult Study 2-year Population/The Multicultural Economy 2012 Report, University of GA Multicultural, ACS 5 Year Estimates.