Don’t worry, Tiger Beer didn’t quite abandon its fierce feline and replace it with a meek sheep or goat. It did, however, commission a collaborative illustration by London-based artists Shan Jiang of Shotopop and Jacky Tsai to be used in its marketing during the upcoming festive Chinese New Year period.

Shan Jiang and Tsai has come up with a visual masterpiece that fuses their distinctive styles together, incorporating their individual designs with Tiger Beer’s iconic blue livery. The special limited-edition artwork depicts a re-imagined design of the iconic Tiger image reaching out for – no surprise – a bottle of Tiger beer, and is supposed to symbolise the idea of inspiring ‘courage’.

Tiger Beer CNY

The auspicious design also includes lucky elements like goldfishes and cherry blossoms to celebrate the cultural notions of prosperity and abundance. The illustration will feature on all Tiger Beer quart bottles, festive packs and selected premiums during Chinese New Year.

Contemporary Chinese artist Jacky Tsai is best known as the creator of the iconic floral skull image made for late British fashion designer Alexander McQueen’s Spring/Summer 2008 Menswear collection, while designer and illustrator Shan Jiang creates amazing work for various publications, including DigitalArts and The Ride.

Tiger Beer Chinese New Year Limited Edition Promotional Packs (available in 24 x 323ml cans) will be available from now at all leading supermarkets and hypermarkets. The recommended selling price (accurate as of 21 Jan 2015) is S$53.50 while stocks last.

Tiger Beer will also be launching a slew of festive interactive roadshows starting on 6 February 2015. Held at selected supermarkets and hypermarkets island-wide, these roadshows – led by celebrity hosts such as Lina Ng (‘Huang Shu Fang’) and Lin Youfa – will bring the festive cheer to the public.

Also, Tiger Beer has collaborated with local dessert start-up Cake Spade that sees the latter develop the ‘Firecracker Cupcake’, a special Chinese New Year-themed walnut and citrus cupcake topped with a rich, decadent buttercream infused with Tiger beer’s unique aroma and taste. These will be available exclusively at Cake Spade for a limited period at SGD4.80 each.

No sheep or goat was harmed in the making of the illustration or cupcakes.


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