APB launches Tiger beer in India

Asia Pacific Breweries has finally launched its flagship beer brand Tiger in India. The company aims to tap the burgeoning Indian beer market with this new entry. Tiger beer has been launched through APB’s Indian subsidiary, Asia Pacific Breweries Aurangabad Limited. The brand will soon be rolled out in Delhi followed by Andhra Pradesh. The marketing campaign for the new brand will begin from next week. Chetan Gupta, marketing manager, APBL, said, “We are looking for experiential platforms for the marketing initiatives. The brand positioning will be around the theme, passion for winning, which has been the core philosophy of the brand. Ground activation will commence shortly. We are right now looking at various sports and music properties for tie-ups.” Tiger is the official partner of FC Barcelona and FC Arsenal for the South East Asian markets. With the increasing popularity of European football in India, Tiger will most likely use football as a marketing platform in India as well.