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REPORT ON TIGER BEER

SUBMITTED BY:-

VANDANA GUPTA

3 - SEM

MBAIB

(AMITY UNIVERSITY , JAIPUR)

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Company Profile: APB and Tiger Beer

Asia Pacific Breweries is an Asian brewery company founded as Malayan Breweries

Limited (MBL) in 1931, in a joint venture between Heineken International and Fraser and

Neave, and given its present name in 1990. It currently controls 30 breweries in 12

countries in the Asia Pacific region, selling over 120 brands of beer and beer variants.

Heineken is the largest shareholder with a 42.5% stake. The company is listed on the

Singapore Exchange.

Tiger Beer

Launched in 1932, Tiger Beer became Singapore's first locally brewed beer. It is a 5% abv

bottled pale lager. As APB's exclusive flagship brand, it is available in more than 60

countries worldwide including the USA, Canada, Australia, New Zealand and various

countries in the

Tiger beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore,

Thailand, Vietnam, Cambodia, Malaysia and China. The 5% above bottled pale lager was

launched in 1932 and is available in over 60 countries worldwide across Europe, USA,

Latin America, Australia and the Middle East.

http://en.wikipedia.org/wiki/Heineken_Internationalhttp://en.wikipedia.org/wiki/Fraser_and_Neavehttp://en.wikipedia.org/wiki/Fraser_and_Neavehttp://en.wikipedia.org/wiki/Singapore_Exchangehttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Pale_lagerhttp://en.wikipedia.org/wiki/Pale_lagerhttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Singapore_Exchangehttp://en.wikipedia.org/wiki/Fraser_and_Neavehttp://en.wikipedia.org/wiki/Fraser_and_Neavehttp://en.wikipedia.org/wiki/Heineken_International

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Based on the Singapores Beer Industry Profile by Data monitor in December 2007, APB

has a market share of 69.5% in the local beer-consumption market. Tiger Beer shares this

statistic with other brands, like Anchor Beer and Baron Strong Brew, which belong to the

same company.

Other than dominating the domestic market, Tiger Beer has also established itself in the

Asia-Pacific region and the European markets, at the same time winning over many

discerning drinkers. Currently, the brand can be found in the worlds major cities like

Guangzhou, Mumbai, London, Amsterdam, Bangkok etc.

Over the years, Tiger Beer has won various international accolades and awards. The most

recent major award is the Gold medal in International Golden Lagers of 2008 New Zealand

International Beer Awards and Gold medal in the European Style Pilsener category of the

2004...

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After months of renovations Asia Pacific Breweries, the home ofTiger Beer, is again open

to the public. Considering how expensive it is to drink in Singapore, S$16 is a bargain for a

brewery tour and the chance to drink your fill of Tiger Beer at the tasting session that

follows.

The tour begins in a shiny new welcome room filled with retro advertisements, collectablebottles, and other memorabilia from the brewerys 80-year history in Singapore. Here wemet the tour guide who shared some interesting factoids about their productsdid youknow that during World War II a low-alcohol beer called Tiger Cub was produced dueto a shortage of ingredients? After a video about the founding of the brewery by colonialBritish brew-masters striving to formulate the perfect tropical beer, the brewery tourproper begins. This is also where photography stops -- the process is apparently a secret!

We followed the tour guide into the secure area, up a staircase, and into a steamy room

that smelled like breadthe brewing room! Our group, a sizeable 40some people, pausedbriefly on the viewing platform to gaze down at the huge vats while the guide gave anintroduction to beers basic ingredients like hops and barley. Whether it was due to the

underwhelming response or the stifling heat, we quickly moved on to the next stop on thetour.

http://www.travelfish.org/blogs/singapore/2011/01/09/singapores-best-happy-hours/http://www.travelfish.org/blogs/singapore/2011/01/09/singapores-best-happy-hours/

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The process of producing of beer is an elaborate process. There are three main stepsin producing the beers that you drink: brewing, fermentation, and filtration. Brewing is the

mixing of the ingredients. Fermentation is the process in which the sugars in the yeast are

broken down into alcohol. Filtration is the removing of particles from the beer. All three of

these steps are very vital to maintaining a high quality beer

With its endless flow of kegs, cans, and bottles, the automated bottling room was muchmore impressive. Listening to the guide I picked up a few facts and figures like, whenoperating at full volume, the brewery produces 40,000 cans and 32,000 bottles of beer per

http://www.exampleessays.com/essay_search/quality_beer.htmlhttp://www.exampleessays.com/essay_search/quality_beer.html

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hour. Of all that beer half is consumed in Singapore and half is exported around the world.After a brief Q&A session and a few minutes to fantasize about being left alone with allthat beer, that concluded the formal part of the tour. Actual brewery tour running time: nomore than 15 minutes.

Finally it was time for the real reason any of us signed up for the brewery tourdrinking!The beer sampling takes place in Tiger Tavern, a British-themed pub so polished it shouldbe open every day to everyone, not just tours. We were given 45 minutes to sample all sixbeers produced on site Heineken, Guinness, Barrons, ABC Stout, Anchor and, ofcourse, Tiger. The glasses may be small, but you can drink as much as you want!

Though the Tiger Brewery tour wasnt as in-depth as I had expected, it was an enjoyable

hour. That said, the trip out to western Singapore where the brewery is located takes muchlonger than that. Youd need to drink a lot of beer to make it worth your while.

Brewery tours are available weekdays at 10:00, 11:00, 13:00, 14:00, 16:00, and 17:00. WhileI was part of a very large group, the guide said 20 participants is typical for afternoontours and morning groups may be as small as 2but who wants to drink beer at 10am?

The Asia Pacific Brewery is located at 459 Jalan Ahmad Ibrahim in western Singapore andthe tour costs S$16 per person.

http://www.apb.com.sg/brewery-tour.htmlhttp://www.apb.com.sg/brewery-tour.html