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A-B's New Tiger

Mar 17, 2006 - Anheuser-Busch, anxious to tap into the growing craft and import segments, has signed on Tiger Beer as the latest addition to its import portfolio.

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The company said the deal would follow similar lines to last month's agreement with Dutch brewer Grolsch.

"Tiger Beer is recognized as one of Asia's finest beer exports," said Anheuser-Busch president August A. Busch IV. "Tiger Beer is a high-quality, premium brand that is a perfect complement to our growing portfolio of import beers."

Koh Poh Tiong, CEO of Tiger Beer owner Asia Pacific Breweries, said Anheuser-Busch was the "right partner" for the brand.

He added: "We share the same views on how the brand should be marketed and positioned in the vast American beer market, and most importantly, Anheuser-Busch shares our passion and excitement for our brand."

Tiger Beer recorded "high, double-digit growth" in the US last year, the brewers said. The deal comes as Anheuser-Busch looks to the US import segment for growth after seeing domestic sales of its mainstream brands stagnate last year. The US import beer segment grew by over 7% last year, Anheuser-Busch said.

The terms of the deal, which come into effect from 1 May, were not disclosed.


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