Tiger launches a new brew, crystal cold filtered at -1°C for ultimate refreshment; New Tiger Crystal available now across Malaysia
KUALA LUMPUR, 8th August 2019: Beer fans have a cool new brew to experience from today, with the official launch of new Tiger Crystal. Crystal cold filtered at -1°C to lock in the most desirable flavours and aromas, Tiger Crystal is ultra-refreshing, easy-to-drink, and less bitter than other beers – providing ultimate refreshment for drinkers looking for something different.
The secret is the special ‘light-stable’ hops used in the brewing process, imparting a more rounded flavour and pale golden colour to the new brew. Combined with the crystal cold filtration, this results in an exceptionally refreshing, crisp and pure lager with a lower bitterness.
Housed in a beautiful colourless ‘flint’ bottle which shows off the clarity of Tiger Crystal, it is available for purchase from today in bars, clubs, coffeeshops, food courts, convenience stores, supermarkets, and everywhere else which sells Tiger Beer.
Tiger Crystal was launched to the public at ‘KL’s Coolest Bar’ – a specially-constructed cold room with a sub-zero temperature – at The Square in Publika Mall. Donning warm winter jackets and gloves to protect them from the cold, consumers entered into a world of ultimate refreshment. After learning about the unique brewing process with a series of interactive installations, the intrepid explorers made their way through the frozen landscape towards their goal: the Tiger Crystal ice bar.
Built out of real ice, the ice bar was the perfect location for guests to try their first taste of new Tiger Crystal – served in custom-made glasses hewn from blocks of ice. While savouring the crisp, easy-to-drink beer, attendees explored the interior of the cold room, filled with ice sculptures and other art installations in true Tiger fashion.
After braving the icy temperatures inside, guests stepped back out to get the blood pumping again with some of KL’s coolest local bands. Performances from Ryot Jones, An Honest Mistake, Kaya, DJ Bunga and more provided a refreshing soundtrack to chill to throughout the weekend-long activation. And because a Tiger event wouldn’t be complete without a tantalising assortment of street food, plenty of vendors were on hand to feed hungry patrons.
Tiger Uncage Street Food heroes Bacon It and Kent Lee took centre stage, with Kent’s signature Siew Yuk helping to warm up guests emerging from the ice bar. Bacon It had a unique twist to their famous porky popcorn, with succulent chunks of bacon marinated in a Tiger Crystal glaze. Other vendors including My Burger Lab, My Boba Lab, and The Social rounded off a menu designed to pair perfectly with the new brew.
“Tiger Crystal is a very exciting new brew, providing ultimate refreshment for Malaysian drinkers who want to beat the heat. It’s crisp, easy-to-drink and very sessionable – something we know Malaysian consumers are looking for. It’s been a hit in markets all across Asia, and now it’s time to bring it back here to Malaysia.” said Pearly Lim, Marketing Manager for Tiger Beer.
If you missed ‘KL’s Coolest Bar’, don’t worry – Tiger Crystal will soon bring ultimate refreshment across the country with a portable version housed in a custom-made Ice Truck. In addition, selected bars, pubs, and malls will see activations where consumers stand a chance to get their hands on exclusive Tiger Crystal merchandise, while stocks last.
Tiger Crystal is now available across Malaysia, in cans (320ml), and bottles (325ml and 600ml). For more information on Tiger Crystal and to find out where the Ice Truck and in-outlet activations will be, visit www.facebook.com/TigerBeerMy. All promotions are open to non-Muslims aged 21 and above only.
Heineken Malaysia Berhad
HEINEKEN Malaysia with its portfolio of iconic international brands is the leading brewer in the country. The Company brews, markets and distributes:
- The World’s No. 1 international premium beer Heineken®
- The great taste of Heineken® with zero alcohol Heineken® 0.0
- The World-acclaimed iconic Asian beer Tiger Beer
- The crystal-cold filtered beer Tiger Crystal
- The World’s No. 1 stout Guinness
- The World’s No. 1 cider Strongbow Apple Ciders
- The New Zealand inspired cider Apple Fox Cider
- The all-time local favourite Anchor Smooth
- The premium Irish ale Kilkenny
- The real shandy Anglia
HEINEKEN Malaysia also produces the wholesome, premium quality non-alcoholic Malta. HEINEKEN Malaysia’s brand portfolio also includes the No. 1 German wheat beer Paulaner and Japan’s No. 1 100% malt beer Kirin Ichiban. The Company continues to lead the responsible drinking agenda through its Drink Sensibly campaign.
Listed on the Main Market of Bursa Malaysia, HEINEKEN Malaysia’s principal shareholder is GAPL Pte Ltd based in Singapore. GAPL Pte Ltd is 100% owned by Heineken N.V.
For more information please visit: www.heinekenmalaysia.com