Monday, July 3, 2023

Boldly Step into the Tiger Den with Tiger Beer

Tiger has been on a journey of overcoming the odds since 1932, and the brand believes that much of its success is owed to its loyal fans. This is why the bold lager has brought to life the Tiger Den - dubbed as the home of all things Tiger - for guests to join the brand to celebrate its bold stride since the beginning and to continue roaring into the future.

From learning more about Tiger’s origins since the early 1900s to bask in the nostalgia of its evolution at Heritage Street, to going on a journey through a series of interactive experiences via AI at the AR-ffiti Street and Crystal Cold Room, the brand has set itself apart as a distinctly Asian lager with the remarkable Tiger Den.

Over the years, the brand has collaborated with homegrown designers through its innovative campaigns. At Hype Street, guests can purchase their very own exclusive Tiger x PMC T-shirt and get it customised with stickers to walk away with personalised streetwear merchandise, but that’s not all. Sneakerheads can walk away with their very own limited-edition sneakers designed by Edmond Looi - only 18 pairs are available at the Tiger Den pop-up with the special pricing of RM999.

Upon completing the trail of experiences at the six unique zones, guests who have collected all five stamps can enjoy an ice-cold Tiger Beer and Tiger Crystal at the Tiger Bar all while enjoying live DJ and band performances. The first 100 people per day who show their completed stamp collection also stand to receive their very own customised Tiger bottle, but more giveaways await fans of the brand. At the immersive experience, those who document their journey and post an Instagram Reel of their experience can use the hashtags #TigerBeerMy #TigerDen and tag @tigerbeermy to stand to win a trip for two to Singapore worth RM30,000.

“The Tiger Den is the ultimate portrayal of the brand’s bold journey. As an Asian lager that defied the odds, we wanted to share our rich history and future aspirations with the people who made this all possible: our loyal fans. We curated a selection of activities and experiences based on what the brand stands for – that is all things bold - all while paying homage to our past journey while celebrating our future,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia.

The six zones – Heritage Street, Tiger Brewery, AR-ffiti Street, Hype Street, the Crystal Cold Room, and the Tiger Bar – are available for fans of the brand to explore from the 15th of June 2023 until the 9th of July 2023 from Wednesdays to Sundays at Pavilion Bukit Jalil.

For more information on the ‘Boldly Asian, Globally Acclaimed’ campaign, the Tiger Den, as well as the contest and giveaways, check out, as well as Tiger’s social media pages at and 
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. HEINEKEN Malaysia advocates responsible consumption and urges consumers to not drink and drive

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