Tiger Beer Case Study

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Overview Of Product: In the year 1931, on April 15th the Dutch brewer Heineken N.V. (Heineken) and Fraser and Neave (F&N), a food and beverage company started on a business venture which led to the creation of the Malayan Breweries Limited (MBL) in Singapore. The very next year, in 1932 MBL started its production and Tiger Beer, a pale lager and one of its most successful brands was launched on October 1st (Tiger Brewery Tour, 2012). In 1941, the Archipelago Brewing Company was bought and Anchor Beer became available. At a brewer’s exhibition in the U.K. in 1954 Tiger Beer won its 1st accolade. Over the next 2 decades the company expanded and had more breweries made in the region, and in 1984 Heineken Beer was introduced. In 1990 the MBL was renamed to the Asia Pacific Breweries Limited (APB). This was to present to the region the company’s goal of regionalising itself. 3 years later in 1993 APB was running its own brewery in Vietnam. 2 years later another brewery opened in Thailand. More expansion followed over the years, and in 2012, the Asia Pacific Breweries merged with the Heineken Company. The next year in 2013, APB and Heineken Asia Pacific Pte. Ltd. was renamed to Heineken Asia Pacific (Heineken Asia Pacific, 2014). The Heineken Asia Pacific has a plethora of beer brands under their name. Beers such as, Tiger, Anchor, Bintang, ABC Extra stout and Baron’s Strong Brew are regional brands (Heineken Asia Pacific, 2014). Globally they have brands such as Heineken,

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