MarketingLessons in beer marketing from Tiger Beer’s Sean O’Donnell

Lessons in beer marketing from Tiger Beer’s Sean O’Donnell


Tiger Beer’s world-wide brand director Sean O’Donnell has had a chaotic yr because having cost of the model last year, shifting from New Zealand to Singapore. The Drum took some time to locate out how he’s making the Singapore-born manufacturer.

Considering the fact that joining he has released the world-wide proposition ‘brewed against the odds’, adopted by ‘brewed for your fire’ for Tiger Crystal brand name and even managed to launch in Brazil. The staff is also acquiring ready to celebrate Tiger’s 90th birthday in 2022 which by the way coincides with the Lunar Yr of the Tiger. The Drum speaks to the beer-man of numerous a long time on his recipe for the Tiger brand name which is already the 2nd biggest manufacturer in the Heineken organization portfolio and how he programs to make it even even bigger and more global.

What are some of the exclusive options of the Asian beer sector?

Asia is a substantial continent, which would make marketing and advertising beer listed here tremendous interesting. On-premise intake (bars, dining establishments, hawker centres) in lots of Asian countries is noticeably better than in several Western markets. The knowledge that beer brand names can produce in these venues can be very innovative.

Next, the most significant beer celebration in Asia is with food, all over again quite various to many Western marketplaces. When you think of several Asian foods you imagine of spicy and hot, so beer’s role and taste profile is distinctive. In basic, Asian beer brands are considerably less bitter and far more refreshing than beers in the West, for this reason craft beer in Asia is only pretty smaller in scale.

Flavours is an additional emerging pattern. Taste profiles in Asia are exciting. When you go to the hawker centres or food items courts across Asia and see all the diverse styles of flavoured beverages you can get – it is very astounding. Tiger Radler has been a results in sure markets, and you will find much more probable in flavours across APAC.

How distinct is beer marketing and advertising to the Asian purchaser?

Nations throughout Asia have diverse languages and customs and for that reason a significant total of localisation of strategies is required to be certain customer comprehending and relevance. Great ideas do travel but there are nuances we see throughout marketplaces when developing world wide campaigns.

As a manufacturer, we…

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