Soju-flavoured lager launches with a bang


Guests enjoying themselves at the launch party that featured global artists such as South Korean rapper Loco.

The launch of Tiger Soju Flavoured Lager immersed fans in a playful adventure where they enjoyed cool music and savoured a beer with a unique twist.

The launch by Heineken Malaysia Bhd in Petaling Jaya, Selangor saw about 4,500 visitors enjoying themselves to energetic and pulsating music from live deejay sets, while there were also live performances by local and international acts.

“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.

“It was exciting to see the way people expressed themselves playfully and we hope our fans will continue to celebrate their everyday occasions in fun ways with the Tiger brand, and always with a twist,” said Heineken Malaysia Marketing director Willemijn Sneep.

For launch guests, the journey began at a tunnel with inviting neon lighting leading into the world of Tiger Soju Flavoured Lager.

Once inside, visitors had a taste of the new lager in Gutsy Grape flavour and Tiger Soju Flavoured Lager cocktails mixed with omija berry and ginger flower, all while enjoying exclusive Asian snacks from the MiX Store booth.

Fans also had the chance to look the part with a free “Twist Makeover” service to deck them out in experimental styles and colours.

The launch was hyped by a series of live DJ sets by Queen T, Julian and Sherry Alyssa, as well as energetic hip hop performances by the Ban Huat crew featuring Yung Kai, S.A.C. and Dato’ Maw.

The finale was led by South Korean rapper Loco performing his top hits for local fans.

Tiger Soju Flavoured Lager is now available in Gutsy Grape across Peninsular Malaysia in bottles and cans at all major supermarkets, convenience stores, bars, restaurants and online retail channels. — By JAROD LIM

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