tiger

Tiger Beer – APB‘s flagship brand – isSingapore‘s favourite beer and one thatis enjoyed by millions of drinkers in over60 countries, including Asia, Australasia,Europe, Africa, Canada and US. TigerBeer remained at the forefront of thesports scene with its sponsorships of theTiger Cup and English Premier Leaguefootball broadcasts. In 2002, Tiger Beeralso saw the debut of the Tiger Skinsgolf tournament in Singapore.

22 happy hour asia pacific breweries limited annual report 2003 23

Tiger Beer, the company’s flagship brand,

remains on course in its goal to become a major

pan-Asian beer brand and to be regarded as the

leading premium Asian beer brand in markets

outside of Asia.

Overall volume sales for Tiger Beer outside of

Singapore grew by 6%, and revenue grew by

11%. In particular, Tiger Beer grew volume sales

and market share in Vietnam and Malaysia, its

two biggest markets. Export growth was led

by a strong performance in UK which grew by

more than 20% for the fifth successive year. In

New Zealand, the brand is now distributed by

DB Breweries and initial sales have been

encouraging. Further afield, the brand achieved

new distribution in Sweden, Finland and the

Middle East. In Singapore, Tiger Beer’s sales were

negatively impacted by SARS and the general

economic downturn.

In the annual Reader’s Digest Asia’s SuperBrands

Survey, Tiger Beer once again clinched a Platinum

Award in Singapore, as well as a Gold Award in

Malaysia. The survey reflects consumers’ favourite

brands in six key Asian markets – Hong Kong,

Malaysia, the Philippines, Singapore, Taiwan and

Thailand. In another poll conducted by Media

magazine, Tiger Beer was ranked 11th amongst

Asia’s Top 20 Brands.

Brand Positioning and Performance

The company continued its policy of committing

substantial marketing investments behind the

brand.

Several new television commercials were

produced and aired in Asia markets. The quality of

the creative output was rated by the 2002 World

Cup TVC as the most awarded beer commercial

in Asia and one of the top 50 commercials

worldwide by the 2003 Gunn Report.

Tiger Beer continued its long association with

football with the 2002 Tiger Cup held in Singapore

and Indonesia. This third edition of ASEAN’s

premier football tournament attracted a large

audience throughout ASEAN and the final match

was watched by 120,000 fans in Jakarta,

Indonesia, the largest attendance at a football

match in recent years.

As part of its strategy to be associated with top

class international football, Tiger Beer continued

its broadcast sponsorship of the English Premier

League (EPL) in 2003 for Asia with ESPN Star

Sports. EPL is the world’s most popular football

league and the broadcast sponsorship introduced

the brand to fans across Asia.

In November 2002, Tiger Beer was the sponsor

of the inaugural Tiger Skins, positioned as the

premier golf skins event in Asia. The event took

place at the Tanah Merah Country Club in

Singapore and the event featured four of the top

eight golfers in the world – Retief Goosen, Vijay

Singh, Sergio Garcia and Padraig Harrington. This

upscale event with a prize of US$180,000 drew

a wide audience of golf fans and other young

professionals in Singapore and the region.

In New Zealand, Europe and the Americas, Tiger

Beer is also beginning to be associated with

fashion, film and music, thereby reaching out to

trend-setting cosmopolitan and sometimes

counter-culture consumers.

Closer to home, Tiger Beer participated in the

Singapore Food Festival as the festival’s official

beer and hosted the Tiger Food Adventure

between April and June 2003, which introduced

gourmets to various food and beer pairings. Tiger

Beer also hosted the massive 3,000-hour Tiger

Party Time campaign to lift consumers’ spirits out

of the SARS gloom in June and July 2003.

CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#

M YC K

While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liablilty will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISINGPRINT RUNSDALIM

21 2 3 4 5 6 7 8 9 10 OK HO/TS

P22-23

Tiger Beer, the company’s flagship brand,

remains on course in its goal to become a major

pan-Asian beer brand and to be regarded as the

leading premium Asian beer brand in markets

outside of Asia.

Overall volume sales for Tiger Beer outside of

Singapore grew by 6%, and revenue grew by

11%. In particular, Tiger Beer grew volume sales

and market share in Vietnam and Malaysia, its

two biggest markets. Export growth was led

by a strong performance in UK which grew by

more than 20% for the fifth successive year. In

New Zealand, the brand is now distributed by

DB Breweries and initial sales have been

encouraging. Further afield, the brand achieved

new distribution in Sweden, Finland and the

Middle East. In Singapore, Tiger Beer’s sales were

negatively impacted by SARS and the general

economic downturn.

In the annual Reader’s Digest Asia’s SuperBrands

Survey, Tiger Beer once again clinched a Platinum

Award in Singapore, as well as a Gold Award in

Malaysia. The survey reflects consumers’ favourite

brands in six key Asian markets – Hong Kong,

Malaysia, the Philippines, Singapore, Taiwan and

Thailand. In another poll conducted by Media

magazine, Tiger Beer was ranked 11th amongst

Asia’s Top 20 Brands.

Brand Positioning and Performance

The company continued its policy of committing

substantial marketing investments behind the

brand.

Several new television commercials were

produced and aired in Asia markets. The quality of

the creative output was rated by the 2002 World

Cup TVC as the most awarded beer commercial

in Asia and one of the top 50 commercials

worldwide by the 2003 Gunn Report.

Tiger Beer continued its long association with

football with the 2002 Tiger Cup held in Singapore

and Indonesia. This third edition of ASEAN’s

premier football tournament attracted a large

audience throughout ASEAN and the final match

was watched by 120,000 fans in Jakarta,

Indonesia, the largest attendance at a football

match in recent years.

As part of its strategy to be associated with top

class international football, Tiger Beer continued

its broadcast sponsorship of the English Premier

League (EPL) in 2003 for Asia with ESPN Star

Sports. EPL is the world’s most popular football

league and the broadcast sponsorship introduced

the brand to fans across Asia.

In November 2002, Tiger Beer was the sponsor

of the inaugural Tiger Skins, positioned as the

premier golf skins event in Asia. The event took

place at the Tanah Merah Country Club in

Singapore and the event featured four of the top

eight golfers in the world – Retief Goosen, Vijay

Singh, Sergio Garcia and Padraig Harrington. This

upscale event with a prize of US$180,000 drew

a wide audience of golf fans and other young

professionals in Singapore and the region.

In New Zealand, Europe and the Americas, Tiger

Beer is also beginning to be associated with

fashion, film and music, thereby reaching out to

trend-setting cosmopolitan and sometimes

counter-culture consumers.

Closer to home, Tiger Beer participated in the

Singapore Food Festival as the festival’s official

beer and hosted the Tiger Food Adventure

between April and June 2003, which introduced

gourmets to various food and beer pairings. Tiger

Beer also hosted the massive 3,000-hour Tiger

Party Time campaign to lift consumers’ spirits out

of the SARS gloom in June and July 2003.

CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#

M YC K

21 2 3 4 5 6 7 8 9 10 OK HO/TS

P22-23

Edmond NeoCommercial Manager,a Singaporean based in CambodiaCambodia Brewery Ltd

In China, sales were negatively impacted by

SARS in Shanghai and Beijing. However, the brand

performance in Hainan and South China was

encouraging with growth of 40% during the

year. Tiger Beer also took part in Qingdao’s

International Beer Festival in August 2003, which

attracted about 1.2 million visitors. Among brands

from all over the world, Tiger Beer was awarded

the Most Popular Beer Brand of the festival.

In UK, where a new print advertising campaign

was launched and well-received, Tiger Beer is

accepted as a credible premium import beer

from Asia. This strategy will be rolled out in

other markets.

As a result of these global marketing efforts,

overall volume sales for Tiger Beer outside the

Asia Pacific market grew by 6%. The brand also

did well in Malaysia and Vietnam, achieving

double-digit growth in sales volume. With

constant downward price pressure in Cambodia,

the brand positioned as an international premium

beer experienced a slight setback in sales volume.

New Zealand’s focus to-date has been to establish

distribution of Tiger Beer and drive its availability

in more outlets that match the brand’s market

positioning. The brand’s take-home distribution

increased six-fold, with on-premise distribution

increasing by 20% in the quarter to September

2003 alone.

Future Outlook

The brand will continue on its path to becoming

a leading pan-Asian brand. The team will continue

to evaluate market launches via local production

in targeted Asia markets and accelerate the export

strategy of internationalising the brand in non-

Asia markets.

The team is confident of Tiger Beer continuing

to penetrate new markets while growing sales in

current overseas markets. Indeed, this expansion

is carefully managed. New export offices were

recently opened in New York and Sydney, in

addition to London. The on-going drive for global

growth in markets like Indochina and Thailand

as well as export markets in UK, US and the

Middle East will make up for the effect of increased

competition from substitution imports in Tiger

Beer's more mature markets such as Singapore.

With its award-winning taste, distinctive brand

identity and differentiated imagery, Tiger Beer

has the necessary attributes to compete against

any other competitor brands in an increasingly

cosmopolitan world.

Ly Vinh CuongRegional Sales ManagerVietnam Brewery Limited

CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#

M YC K

21 2 3 4 5 6 7 8 9 10 OK HO/TS

Edmond NeoCommercial Manager,a Singaporean based in CambodiaCambodia Brewery Ltd

In China, sales were negatively impacted by

SARS in Shanghai and Beijing. However, the brand

performance in Hainan and South China was

encouraging with growth of 40% during the

year. Tiger Beer also took part in Qingdao’s

International Beer Festival in August 2003, which

attracted about 1.2 million visitors. Among brands

from all over the world, Tiger Beer was awarded

the Most Popular Beer Brand of the festival.

In UK, where a new print advertising campaign

was launched and well-received, Tiger Beer is

accepted as a credible premium import beer

from Asia. This strategy will be rolled out in

other markets.

As a result of these global marketing efforts,

overall volume sales for Tiger Beer outside the

Asia Pacific market grew by 6%. The brand also

did well in Malaysia and Vietnam, achieving

double-digit growth in sales volume. With

constant downward price pressure in Cambodia,

the brand positioned as an international premium

beer experienced a slight setback in sales volume.

New Zealand’s focus to-date has been to establish

distribution of Tiger Beer and drive its availability

in more outlets that match the brand’s market

positioning. The brand’s take-home distribution

increased six-fold, with on-premise distribution

increasing by 20% in the quarter to September

2003 alone.

Future Outlook

The brand will continue on its path to becoming

a leading pan-Asian brand. The team will continue

to evaluate market launches via local production

in targeted Asia markets and accelerate the export

strategy of internationalising the brand in non-

Asia markets.

The team is confident of Tiger Beer continuing

to penetrate new markets while growing sales in

current overseas markets. Indeed, this expansion

is carefully managed. New export offices were

recently opened in New York and Sydney, in

addition to London. The on-going drive for global

growth in markets like Indochina and Thailand

as well as export markets in UK, US and the

Middle East will make up for the effect of increased

competition from substitution imports in Tiger

Beer's more mature markets such as Singapore.

With its award-winning taste, distinctive brand

identity and differentiated imagery, Tiger Beer

has the necessary attributes to compete against

any other competitor brands in an increasingly

cosmopolitan world.

Ly Vinh CuongRegional Sales ManagerVietnam Brewery Limited

CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#

M YC K

21 2 3 4 5 6 7 8 9 10 OK HO/TS

tiger

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