By Rebecca Harris
Singapore’s leading beer, Tiger Beer, has been launched on tap in Australia in a move that reflects the growing trend toward the consumption of premium beers on tap.
“We are handpicking premium venues where premium beer is a business driver and offering a point of difference to drinkers is key,” said Drinkworks marketing director, Craig Blesson, whose company is the local distributor of Tiger Beer.
“Basically we are focusing our attention on premium bars and boutique pubs in and around the CBDs of Sydney and Melbourne and Perth.”
Venues now stocking Tiger Beer on tap include the Paddington Inn and London Hotel in Sydney, as well as Cho Gao and Lily Blacks in Melbourne.
“While we will aim to add to our listings, we are in no particular hurry to do so. Instead we hope to work closely with select number of venues, offering them the kind of bespoke support that adds value to their business and gets our brand in drinkers’ hands,” Blesson said.
The Paddington Inn general manager, Adam Teasdell, said the new draft beer has generated good interest from customers.
“People are really interested in drinking premium beers these days and when they see [Tiger] on tap they think, ‘Oh, yeah, I’ll give that a go’. Any beer is better on tap,” he said.