Tiger Beer has lined up a series of Lunar New Year festive activities in celebration to ushering to the auspicious Year of the Goat.
The festivities will kick off with the release of a newly-commissioned collaborative illustration by London-based artists Shan Jiang of Shotopop fame, and Jacky Tsai, who is best known for his floral skull designs in partnership with Alexander McQueen, fusing together their designs with the iconic blue Tiger beer livery during this celebratory period.
The special, limited edition illustration features a re-imagined design of the iconic Tiger image, conceptualised to inspire ‘courage’ amongst fans and includes lucky elements like goldfishes and cherry blossoms to celebrate the cultural notions of prosperity and abundance. The illustration will feature on all Tiger Beer quart bottles, festive packs and selected premiums.
Tiger Beer Chinese New Year Limited Edition Promotional Packs (available in 24 x 323ml cans) will be available from now at all leading supermarkets and hypermarkets at recommended retail price of SGD 53.50, whilst stock last.
In addition to the re-design and festivities, fans also stand a chance to win cash prizes up to SGD 180,000 as part of Tiger Beer’s Chinese New Year promotion. For purchase of the Tiger Beer Chinese New Year Festive bottle (633ml), customers should look out for special crown-liners bearing the mandarin characters of the auspicious phase: 恭(‘gong’), 喜 (‘xi’), 发 (‘fa’), and 财 (‘cai’), which translates to the phrase: ‘wishing you a prosperous year’, to redeem for attractive cash prizes. Simply find all four characters that make up the phrase: ‘恭喜发财’ (read: ‘Gong Xi Fa Cai’) or crown-liners with the ‘Tiger’ logo before end 28 February 2015 to win.
Cai Shen Ye (‘God of Wealth’) who will also be roving around at coffeeshops and hawker centres island-wide redeem limited-edition Tiger festive premiums.
Tiger is also having an exclusive collaboration with local dessert start-up, Zenn Eng of Cake Spade, ahead of the Chinese New Year. The collaboration will see Cake Spade develop a special Chinese New Year-themed cupcake in a bid to uncage the concept of traditional festive feasting with a modern twist. Dubbed ‘Firecracker Cupcake’, the public can expect to indulge in a moist and fluffy walnut and citrus cupcake, adorned with ‘firecrackers’ on Tiger beer infused buttercream icing. Available exclusively at Cake Spade till 28 February, the ‘Firecracker Cupcake’ retails at SGD 4.80 each. Cake Spade is located at 1 Tras Link, #01-06, Orchid Hotel, Singapore 078867.