Tiger Beer has introduced musical, artistic, and fashion icon G-DRAGON as the new Global Tiger Brand ambassador for the debut of Tiger Soju Infused Lager, an “easy-to-drink lager with a hint of sweetness and a refreshing beer aftertaste,” set to first launch in Vietnam and Singapore with additional markets to follow. According to the brand, the new offering “takes inspiration from K-culture’s rising prominence globally and taps into the popularity of soju.”
G-DRAGON, the leader of BIGBANG, and a renowned South Korean artiste has earned a reputation as an international trendsetter at the forefront of music, fashion, and culture – he is followed by 22.2 million people on his Instagram.
“I am proud to represent Tiger – a brand known for its courageous spirit,” said G-DRAGON in a release.
“Breaking barriers while remaining true to myself is one of the ways I resonate with Tiger. Together, I hope we can inspire everyone to uncage their inner passions while remaining unafraid of what others might say.”
“With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience,” said Sean O’Donnell, Global Brand Director, Tiger.
“We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger stands for.”
The ad film, created by Le Pub APAC, sees G-DRAGON lead the way through a portal to discover “a bold new twist and a place where Asia’s cultures collide, opening our minds to an entirely new experience and feeling,” the brand described in a release.
Cyril Louis, Executive Creative Director at Le Pub APAC, explains: “Launching a new product unknown to any audience, we needed to be clear about what Tiger Soju Infused Lager brings.
It is a bold twist on something we’re familiar with, Tiger Beer. We decided to celebrate this collision of Asian cultures in a metaphorical world where Asia’s food, fashion, music, art and design come together, creating a place for people open to experimentation, where familiar experiences are reinvented.”
Tiger Soju Infused Lager
Tiger Soju Infused Lager is available in four flavors – Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach with an ABV of 4.0% to 5.5% depending on markets.
The brand said that Tiger Soju Infused Lager will be launched across all Tiger markets, starting with Singapore and Vietnam.