A-B’s New Tiger
St. Louis brewer chases the import growth tail by adding Asian beer
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.
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.
