On Thursday, April 26th, 2018, 86 years after it rolled out the first bottle in a Malayan brewery in the territory now known as Singapore, World’s No. 1 International Premium Asian Beer, Tiger Lager Beer, finally launched in Nigeria with style.
Tiger Beer is a product of Nigeria’s leading brewer, Nigerian Breweries Plc, a Heineken Operating company, well known for highly successful brands such as Star Lager, Heineken, Maltina, Gulder and others. The Tiger launch campaign tagged #Uncage – the courage to challenge convention – showcased the courageous, bold and go-getting side of Nigerians, encouraging people across all divides to ‘uncage’ courage and the tiger within them in pursuit of their dreams and passions.
As part of the lead-up to the launch, a number of celebrated Nigerians took to social media to talk about their fear of heights which symbolically represents other crippling true life stories of fear, limitations and doubt. Some of these celebrities included Nollywood star, Deyemi Okanlawon, former Big Brother Naija housemate TBoss, Skinny Girl in Transit actress Abimbola Craig, media girls Maria Okanrede and Mimi Onalaja, among others, who all shared inspiring stories of how they overcame fears and uncaged their inner tiger.
The 3-day launch event which held at Muri Okunola Park, Victoria Island, in Lagos, also had guests and attendees witness a virtual jungle called ‘The Tiger Den’, a jungle like experience of simulating an encounter with a ferocious tiger complemented with thrilling music, sound effects and life-like scenery. There, participants tested their courage and enjoyed a ‘real life’ Tiger experience.
Speaking at the launch event, Franco Maria Maggi, Marketing Director, Nigerian Breweries said,
“We have a goal to inspire the courage to act on your true passion and realize your true potential, Tiger believes every man has a tiger inside. Our street-smart upbringing has forged our character and entrepreneurial spirit that still runs in our veins. Tiger is the most dynamic, edgy and social premium beer!”
A world acclaimed lager beer, Tiger is made through a precise brewing process using the finest quality ingredients from around the world. The result is an intensely refreshing, full-bodied taste of one of the world’s leading contemporary beer brands that has won over 40 international awards and accolades.
Today, the beer is arguably the world’s fastest growing premium brand, growing by 24% year on year (2015), and currently marketed in over 60 countries, including UK, US, Singapore, Vietnam, China, Australia and now Nigeria.
Tiger’s #uncage tagline simply means the courage to challenge convention. Uncaging your life from the bordered or clichéd life you have been living and breaking free from the norm.
With the launch in Nigeria, Tiger is inviting Nigerians to Uncage with a roar. It is a call to action for people to keep pushing boundaries without giving up.
In his remarks, Tokunbo Adodo, Portfolio Manager, International Premium at Nigerian Breweries says, “Tiger Beer identifies with the bold Nigerian, whose passion gives birth to a sense of purpose, while the Tiger sign is a symbol of courage and inner strength. This beer is for the courageous, and will be anchored around creativity, and inspiring real stories of people living their full potentials, and making their mark.”
Only few hours in the Nigerian market, the product has found acceptance amongst beer lovers with its 45cl debut SKU already.
“I love the crisp refreshing, light and unique taste of the beer. I also particularly enjoy that feeling of belonging to the ‘Uncage’ tribe which of course identifies with the struggles of people like me who are breaking boundaries and going against the odds to forge a path for ourselves,” remarked Kolade Oguntoke, a guest at the launch event.
With the launch of Tiger in Nigeria, daring beer lovers are definitely in for a great time. Tiger Beer is already available for sale at retail stores nationwide.