Tiger Beer Taps into ‘80 Nostalgia with a Trip through ‘The Brewery'

Tiger Beer, the number-one international premium beer from Asia, has launched ‘The Brewery, uncaged’ – a retro-modernist campaign that dramatises Tiger Beer’s world-class brewing process, quality ingredients and the attitude that goes into every bottle of Tiger Beer, which is enjoyed in more than 60 countries. 

The campaign produced by Le Pub APAC doubles down on the '80s nostalgia that is trending again among Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, ‘The Brewery, uncaged’ is steeped in cues from that iconic decade but with a modern layer to the styling and music. 

Set in an unconventional Tiger Brewery against an iconic ‘Eye of the Tiger’ track, it follows the journey of a unique sort of Quality Assurance employee, full of style and swag.

As this 'Tiger Brewer' goes from room to room, we see the brewing process in a hyper-stylised and eclectic way, from a band that plays music to Tiger Beer’s malt and hops – happy plants for the best brew – to an epic ice chamber. From the brewery, the beer (with a tiger still roaring inside) enters a portal to reach its final destination: the hands of consumers in over 60 countries across the globe, wrapping up with the message ‘Brewed with boldness, Globally acclaimed’.

Tiger Beer has also reinvented and modernised the classic “Eye of the Tiger” track with a rap from Mega Ran, a globally renowned DJ, rapper and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200 and trended on Reddit, and he’s performed everywhere from SXSW to Nerdapalooza.

“Explaining what makes a great beer can be a generic and boring story that's not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting. ‘The Brewery’ dramatises Tiger Beer’s attitude towards perfecting our brew in the boldest possible way, with a reinvented soundtrack to match,” explains Sean O’Donnell, Global Brand Director at Tiger Beer. 

Cyril Louis, APAC executive creative director at LePub, added: “From the first shot, it's clear this is not a typical beer commercial; it's all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today's culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award-winning credentials.” 

'The Brewery' is part of the latest 360 credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels.