If You Needed a Reason to Drink Beer, Count 3,890 Tigers

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It’s not often that we find reason to indulge in food and beverages while also supporting a noble cause, which makes Tiger Beer’s 3890Tigers campaign one worthy reason to drink beer.


“More than 80 years ago, we chose the tiger as our beloved icon and brand as a symbol of Asia’s strength and spirit. To us, tigers are more than just an emblem of our brand; they symbolize courage, power and have cultural meaning, especially in Asia. We care deeply about the tigers and the values they represent.” (Mie-Leng Wong, Global Director of Tiger Beer, Heineken Asia Pacific)


Tiger Beer, produced by Heineken Asia Pacific, inked a six-year partnership with the World Wildlife Fund (WWF) to fight illegal tiger trade. Tiger Beer kicked off the partnership by donating $1 million to WWF this year, which the company hopes will encourage people to pledge against purchasing products created with tiger parts, among others.



Another Reason to Drink Beer: The 3890Tigers Campaign

Mie-Leng Wong shares that, for the first time in 84 years, the company is removing the iconic tiger symbol from its limited-edition packaging and bottles to raise awareness on the endangered status of these species. The campaign focuses on their dwindling population, specifically citing that the population of Asia’s big cats has significantly dropped by 96% in the last century due to illegal poaching.


“At Tiger Beer, we cannot imagine a world without tigers. One hundred years ago, there were an estimated 100,000 tigers. Today, there are only 3,890 remaining in the wild. If we lose all our wild tigers, it would not only have an environmental impact, but also be a real loss for our culture.” (Mie-Leng Wong)



Tiger Beer has also partnered with six artists to create limited-edition designs for the brand’s packaging. Specifically, the company is engaging these art celebrities: Hua Tunan (China), Kenji Chai (Malaysia), Mademoiselle Maurice (France), Nootk (Russia),  Nick Gentry (UK), and Tran Nguyen (USA).


“As Asia’s No. 1 premium beer brand, we are bringing our scale and marketing power to make a generation of young men and women more aware of this issue and support our fight to save the wild tigers from illegal tiger trade.” (Mie-Leng Wong)


To support this worthy cause , you can upload a selfie with the hashtag 3890Tigers to Twitter and even integrate some of the new can designs in your snapshots.



You can also check out Tiger Beer’s new designs and learn more about the campaign here (for an additional reason to drink beer).

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