Campaign details
Agency: Havas DublinCountry: Ireland
Background
As Asia's number one premium beer, Tiger Beer is available in more than 50 markets worldwide. However, while it is the world's fastest growing premium beer, Tiger's position within the Irish market was uncertain due to an increasingly competitive market which was seeing a surge in popularity for craft beers.
Recent reports from the Independent Craft Brewers of Ireland and Bord Bia outlined that the volumes of beer produced by Irish microbreweries had increased by 415% to 134,000hl between 2011 and 2015, with approximately only 18% of that volume being...