WHITE PLAINS, N.Y. -- Heineken USA's new Five Points Trading Co. will relaunch China's Tiger Beer in the United States with a Lunar New Year promotion to include retail and on-premise campaigns aimed at raising the brew's profile in the United States.
White Plains, N.Y.-based Heineken USA launched its emerging-global-brands venture, Five Points Trading, on Jan. 1.
Tiger Beer, an Asian lager brand, is welcoming the 2017 Lunar New Year with the retail and on-premise campaign that celebrates the beginning of spring, unique traditions and family gatherings, according to the company. This January and February, custom-designed point-of-sale materials, including price cards, posters, banners, table tents, coasters, mugs and Chinese lanterns, will encourage legal-drinking-aged shoppers and on-premise patrons to choose Tiger Beer to toast the 2017 Lunar New Year.
“Tiger Beer embodies the energy, diversity and creativity of the city streets where the heart of the Lunar New Year festivities reside,” said Amberly Hilinski, senior brand manager of Five Points Trading Co. “For our 2017 Lunar New Year program, we collaborated with emerging Hong Kong street artist Kristopher H. to capture the celebration’s energy and hope of prosperity through striking illustrations featured on our brand point of sale.”
Hilinski said Asians are expected to make up 15% of U.S. population growth from 2010 to 2020 and will represent $1 trillion in buying power in 2017.
"Tiger Beer, a popular choice among Asian consumers throughout the world, is the ninth-largest global premium brand and has grown 32% over the past two years," she said. "Our Lunar New Year program provides retailers, bars and restaurants with the elements they need to drive traffic and incremental sales throughout the 2017 Lunar New Year season.”
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