Tiger Soju Flavoured Lager Launch Party

Tiger Beer unveiled its exciting new innovation, Tiger Soju Flavoured Lager, at a launch party on 10 May 2024 that pulsed with energy and vibrancy. Over 4,500 fans immersed themselves in a world designed to celebrate the brand’s latest creation, experiencing the “twist” firsthand through interactive activities and electrifying performances.

The party mirrored the essence of Tiger Soju Flavoured Lager itself – a bold fusion of iconic lager with a touch of soju. Guests embarked on a playful adventure from the very entrance, stepping through a neon-lit tunnel that transported them into the heart of the Tiger Soju Flavoured Lager experience. Here, they were greeted by complimentary samples of the Gutsy Grape flavour, the first offering in the lineup.

But the fun didn’t stop there. To truly embody the spirit of the launch, attendees were invited to participate in the “Twist Makeover” experience. Skilled makeup artists transformed them with bold colours and playful styles, ensuring everyone looked the part for a night of lively celebration.

The evening unfolded amidst a symphony of flavours and sounds. The dedicated Tiger Soju Flavoured Lager Bar offered a taste of the future with exclusive cocktails featuring the new drink, expertly blended with omija berry and ginger flower. To complement the innovative beverages, attendees savoured a selection of delicious Asian snacks from the MiX.Store booth.

As the night progressed, the energy soared with a lineup of captivating performances curated to match the launch’s vibrant spirit. Local DJ talents like Queen T, Julian, and Sherry Alyssa set the tone with pulsating sets, followed by electrifying hip-hop performances by the Ban Huat crew featuring YUNGKAI, S.A.C, and Dato Maw. The crowd erupted as K-pop dance medleys further fueled the excitement.

The cherry on top? South Korean rapper Loco, renowned for his sincere lyrics and melodic flow, headlined the event. Loco’s performance of his top hits brought the party up to level 11, solidifying the launch as a truly unforgettable experience.

“With the launch of a product that is bold and lively, we want consumers to be part of the fun by providing them with a space to explore and experiment. It was exciting to see the way people expressed themselves playfully – we hope our fans continue to celebrate their everyday occasions in fun ways with the Tiger brand, and always with a twist.”

Willemijn Sneep, Marketing Director at Heineken Malaysia Berhad.

With the successful launch party now a memory, Tiger Soju Flavoured Lager is ready to conquer taste buds across Peninsular Malaysia. The Gutsy Grape flavour is now available in stores nationwide (in bottle and cans) waiting to add a playful twist to everyday moments.

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Photo credits: Heineken Malaysia Berhad and author’s own