Sectors & markets
Tiger Beer reinvents itself in Singapore
Date : 1 July 2026
Zone : ASEAN-O
Country : Singapore
Name of the sectoral universe concerned : Wines, spirits, beers, ciders
Name of the sub-sector concerned : Beers
Section : Market trends
Theme : Tiger beer
Title : Tiger Beer reinvents itself in Singapore
Singapore will remain at the heart of Tiger Beer's development in the coming years. The brand plans to launch several new products to strengthen its Singaporean identity, with innovations designed by the brand and innovation teams based in the city-state. According to SJ Heng, Senior Director of Commerce at Heineken Asia-Pacific, Singapore will therefore continue to play a central role in the evolution of the brand.
This direction is part of the reorganisation of the operations of Asia Pacific Breweries Singapore (APBS), Heineken's subsidiary and producer of Tiger Beer. While industrial production is to be gradually transferred to regional breweries located in Malaysia and Vietnam by the end of 2027, the strategic functions linked to the brand will remain anchored in Singapore.
Faced with changing consumption habits, particularly among younger generations, Tiger Beer intends to continue its innovation efforts in order to meet new market expectations. The aim is to preserve the brand's relevance while showcasing its Singaporean heritage.
Heineken points out that a brand's identity does not rest solely on where it is manufactured. According to SJ Heng, Tiger Beer's strength lies above all in its history, its positioning, and the teams driving its development from Singapore.
Under this new model, Singapore will therefore retain a major strategic role, centred on marketing, product innovation and brand management. Manufacturing will be handled by already-established regional sites, while the city-state will continue to embody the decision-making and innovation hub of Tiger Beer.
Source: “Renald Yeo, 16/06/2026, The Business Times”
