The Korean wave shows no signs of abating. Even homegrown brand Tiger has gotten in the trend with the newly launched Tiger Soju Infused Lager. It comes in two natural flavours — Gutsy Grape and Cheeky Plum — with an ABV of 5.5%.
Described as “an easy-to-drink lager with a hint of sweetness and a refreshing beer aftertaste”, the new flavours take inspiration from K-culture’s rising prominence globally and taps into the popularity of soju.
Note that this is a soju-infused lager, so expect it to be highly approachable without the cloying qualities of a typical fruit-flavoured soju. It is reminiscent of somaek, a popular Korean concoction of beer and soju, but with more finesse.
By going beyond lager, the brand aims to appeal to Millennial and Gen Z consumers who seek products that bring an exciting fusion of progressive flavours and innovative experimentation.
Join the official launch
To celebrate the launch, Tiger has invited everyone to Twist to the Night with Tiger Soju Infused Lager festival on May 12, 2023, 7pm.
For one night only, revellers will be transported to a reimagined Asia at Pasir Panjang Power Station for a multi-sensory feast of elements across sight, scent, and sound.
The event will feature an exciting line-up of the region’s hottest music acts, including South Korean singer-songwriter LeeHi, a one-of-a-kind colosseum style bar called the Tiger Twist Bar, and of course, plenty of opportunities for the ”gram.
Entry to the event costs $20 per person and includes two complimentary servings of Tiger Soju Infused Lager. Tickets can be bought here.
Tiger Soju Infused Lager is available in 320ml single cans, and in a pack of three 320ml cans. It can be found at all major supermarkets, convenience stores, and online retail channels.