Tiger: Soju infused lager launch – Asian explosion in a bottle

Heineken launched new beer brand Tiger Soju in Vietnam to accelerate premiumisation growth momentum, drive awareness with distinctive brand exposure, and build aspiration.

Campaign details




Even Tiger with 30 years of tradition is the no.1 premium beer brand in Vietnam based on a NielsenIQ report about market share & quantity in the beer category in 2021. There observed signals from the market for more growth, according to Tiger's CMI & demand space report:

  • The share of sessionable (light & smooth) lager taste segment in the beer market grows steadily yearly and reached 47% of share (53.3% remaining for Regular (bold & strong) taste) in 2022 (+51.6% vs 2018)
  • "Enjoy A Treasurable...

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