In a display of brand evolution, Tiger Beer unveiled its bold new visual identity through a spectacular event at the Heineken Malaysia brewery last week. The iconic Asian beer brand transformed the brewery’s exterior into a canvas of light and colour, using state-of-the-art projection mapping technology to showcase its refreshed design to industry partners and media representatives. The unveiling marks a significant milestone in the brand’s 93-year history, balancing modern innovation with respect for its storied heritage.

The iconic beer brand, established in 1932, has refreshed its packaging to reflect its progressive spirit while maintaining its world-acclaimed taste. The new design features a rising tiger symbol against a modern colour palette of deep blue, orange, and silver. The updated look incorporates design elements from the “claw” shape in the Tiger logo letters, representing the brand’s commitment to “Uncage Their Tiger” – the company’s inspirational message to consumers.

“Tiger has always stood for progress and this refreshed look is a bold move to uncage our true potential. It’s more than a design update – it’s a reflection of who we are: progressive, fearless, and constantly evolving. Launching it from our very own brewery felt right. It’s where the magic happens, and where our bold new look is proudly brought to life together with the people who make it all possible. After all, when we come together, we roar louder.”

Willemijn Sneep, Marketing Director of HEINEKEN Malaysia

The event allowed guests to witness the brewery wall transformation before getting to experience the newly packaged product fresh from its source, creating a symbolic bridge between the brand’s heritage and its future direction.

The packaging refresh is part of a global rollout, ensuring Tiger Beer presents a unified contemporary identity across all markets. This visual update accompanies ongoing efforts by the brand to develop engaging consumer experiences and collaborations that reflect its fearless character.

To celebrate what the company is calling its “Roaring New Look, Same Great Taste” campaign, Tiger Beer is offering nationwide promotions from April 1 to June 30, 2025. Consumers at selected coffee shops and food courts can receive an exclusive foldable tote bag when purchasing three big bottles of Tiger Beer or Tiger Crystal.

Additional promotions include opportunities to redeem rewards like an 8g 999.9 Tiger Gold Bottle or limited-edition Tiger Travel Bag at participating vendors. Online shoppers can also receive special items or RM5 Touch ‘n Go eWallet credit with qualifying purchases on platforms including Drinkies, Shopee, and Lazada.

For more information, head over to Tiger4-0.tigerbeer.com

Photo credits: Heineken Malaysia and the author’s own