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Tiger Beer launched the first ever radler in Malaysia – the new Tiger Radler at KL Live on 5 December 2013 and Andy, Vivian, Estelle and myself headed over to witness the launch. Estelle, Andy and I have actually already tasted the new Tiger Radler at the Tiger FC viewing party at Souled Out on 1 December – https://timchew.net/2013/12/05/tiger-fc-big-away-game-at-souled-out-011213/

This new variant of Tiger Beer combines the taste of Tiger Beer with the zesty flavour of natural lemon juice to produce a beverage that is highly refreshing abet a bit too sweet for my palate (I’m a traditional beer drinker who prefers a strong hops/ bitter flavour).

The Tiger Radler launch event also featured a consumer launch party after the media press conference, and guests happily helping themselves to this sophisticated European-style drink that has a distinctive cloudy look that makes it instantly distinguishable from normal Tiger Beer.

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GAB’s Marketing Director Bruce Dallas, Managing Director Hans Essaadi, and Sales Director Tham (left to right) wih the Tiger ambassadors. During his speech, Bruce shared that, “Radler has proven to be a resounding success in other markets all across the world right now, and is being introduced in Southeast Asia in both Malaysia and Singapore simultaneously. The launch of Tiger Radler in Malaysia is set to solidify Tiger Beer’s market leadership in Malaysia and represents yet another of the innovative ways that we keep the Tiger brand refreshing for our discerning drinkers across the country.”

The launch gambit featured a cool live dance that interacted with the projection

The popular Sonia Ng with Estelle

Tiger Radler combines the taste of Tiger Beer with the zesty flavour of natural lemon juice resulting in a very refreshing drink that tastes like shandy!

Hot babes Mei Yi and Jewel

Comedian Andrew Netto kicked off the entertainment for the evening with a rib-tickling set.

Andrew was followed by One Buck Short who rocked the stage

After which Kyoto Protocol took over

Estelle with MHB’s Vivian Gan

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A note to beer drinkers, the refreshing Tiger Radler contains only 2% alcohol, tastes like shandy/ lemonade and retails at the same price as Tiger Beer.

Tiger Radler will be available in pubs, bars, restaurants & coffeeshops across the country from December 2013 onwards, as well as in East Malaysia by March 2014 at the same retail price point as Tiger Beer.

For more information, head over to the Tiger Radler website http://www.doublerefreshment.com.my or http://www.facebook.com/TigerBeerMY

Photo credits: Andy Kho Photography (www.andykho.com), Guinness Anchor Berhad, and author’s own

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Published by Tim Chew

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