Tiger Beer has unveiled its K-pop star-backed lager with Korean music artist G-Dragon. G-Dragon, the new Global Tiger Brand ambassador, said in a press release: "I am proud to represent Tiger – a brand known for its courageous spirit. 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."
Dubbed the Tiger Soju Infused Lager, it is made to be an easy-to-drink lager with hints of sweetness and a refreshing aftertaste. The lager is mixed with Korean soju with Tiger's signature beers, and the idea takes inspiration from Korean culture's global emergence and the popularity of soju. The lager will have four flavors for consumers to choose from: Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach. The lagers have an alcohol by volume of 4 percent to 5.5 percent. Tiger Soju Infused Lager will be launched across Singapore and Vietnam.
K-Pop Star-Backed Lagers
Tiger Beer and G-DRAGON Launch Tiger Soju Infused Lager
Trend Themes
1. K-pop Celebrity Endorsements - Celebrity endorsements continue to grow in popularity as a marketing strategy, creating opportunities for brands to partner with popular musicians and influencers.
2. Infused Beverages - The popularity of infused beverages such as this soju-infused lager is creating opportunities for beverage companies to innovate and appeal to consumers through unique flavor combinations.
3. Cultural Fusion Beverages - The trend of combining different cultural influences, such as Korean soju and lager, appeals to consumers in search of diverse and unique beverage experiences, creating opportunities for companies to introduce new fusion products.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can benefit from partnering with popular celebrities to appeal to their fans and consumers, as well as creating unique flavor combinations and cultural fusion beverages to stand out in a crowded market.
2. Marketing - The trend of celebrity endorsements highlights the importance of effective marketing and branding to convey a message that resonates with consumers, creating opportunities for marketing professionals to develop creative strategies that appeal to diverse audiences.
3. Cultural Tourism - Incorporating different cultural influences in products like this soju-infused lager can attract consumers who are interested in diverse experiences, creating opportunities for the tourism industry to introduce visitors to different cultures through food and beverage experiences.