Tiger Beer Scores with Red Hot Striker Wayne Rooney

Tiger scores yet again by being the first Asian beer brand to sign on international football icon Wayne Rooney who champions its latest regional thematic campaign, "The Game Never Ends".

The campaign, comprising both print and television commercials in which the England's premier goal-machine starred as well as a series of much-anticipated consumer experiences will kick-off from May 2010 as the World Cup fever heats up over the next few weeks.

Designed to take fans' enjoyment of football to a whole new level, the campaign "The Game Never Ends" also underscores Tiger's commitment to keep satisfying their thirst for the "best of football".

Mr Edmond Neo, Director, Group Commercial, Asia Pacific Breweries Ltd elaborated, "Tiger and football are a winning combination and Tiger has always inclined towards delivering and fascinating Asian fans with world-class football action and experiences. This time, Tiger is delighted and proud to be associating ourselves with Wayne Rooney, one of the world's best football players known and admired worldwide. Rooney has demonstrated passion for excellence and determination to outperform himself every time he plays a match. His resolute will for winning and success, an attitude which Tiger pursues and embraces, makes him the ideal Football Champion of the campaign. Being an inspiration, his pairing with Tiger will certainly light up the screen during this World Cup season."

"Working with Tiger has been really enjoyable. There is fun and humour in the commercial and it was completely unlike some of the other filming experiences I have had before. I am excited to be a part this Tiger beer campaign to heighten football fun and experience for Asian fans," said Wayne Rooney.

In "The Game Never Ends", Rooney's debut appearance for Tiger on screen, the football legend strikes with some his best moves as he focuses on the goal, attacks with a purpose and manoeuvres his way through a bar, all in a relentless pursuit to score the last ice-cold bottle of Tiger beer.

"The Game Never Ends" is crafted for the regional markets of Singapore, Malaysia, Vietnam, Laos, Cambodia and Mongolia. It complements Tiger's other football initiatives including its broadcast sponsorship of the Barclay Premier League in Southeast Asia.

Tiger beer's award-winning taste has won it numerous internationally-recognised accolades and awards, such as a Gold Medal in the International Style Lager and European Pilsner category of 2010 and 2004 World Beer Cup respectively, and the Brewing Industry International Awards, UK, 1998 and 1999. Similarly, Rooney has been widely touted as being among the best football players of the decade, known worldwide for his pace, agility, spectacular strikes and immense will to win. Their shared passion for excellence and international recognition makes the deal between Tiger and Wayne Rooney truly a partnership of champions.

About Tiger
Launched in 1932, Tiger beer (Tiger) is the flagship brand of Asia Pacific Breweries Ltd. A European-style lager with a golden colour and medium body, Tiger is brewed using only the finest natural ingredients like malted barley from Australia and Europe, hops from Germany and a unique strain of yeast specially cultured in Holland. Containing 5% alcohol, this smooth, medium bitter beer, coupled with a well balanced sweetness of malt, has seen beer drinkers globally acclaim Tiger as one of the finest in the world.

Today, Tiger is brewed in 11 countries and available in about 60 countries worldwide including Europe, USA, Latin America, Australia and the Middle East. While it stands firmly as one of the leading beer brands in Southeast Asia including Singapore, Malaysia and Vietnam, Tiger is embraced as a leading premium brew that hails from the Far East in western markets such as the United Kingdom (UK), Europe, United States of America (USA), the Russian Federation and Australia amongst others.

An Award-Winning Beer
Over the years, Tiger has received more acclaim from the world's leading newspapers and journals than most other beers. For example, the Washington Magazine, in a blind taste-test involving several hundred brands, unreservedly votedTiger "positively the best beer in the world".

Tiger has also accumulated over 40 accolades, awards and distinctions. Some of the more notable awards include a Gold medal at the Brewing Industry International Awards in 1998, the equivalent of "the Oscar Awards for the brewing industry"; and the more recent being a Gold medal in the highly contested European-Style Pilsner category at the World Beer Cup 2004, which has been dubbed "the Olympics of Beer Competitions" by the beer industry. It also clinched a Gold Medal for the Australasian, Latin American or Tropical-Style Light Lager category at the New Zealand International Beer Awards 2008.

Each year from 2004 to 2006, Tiger was named a UK Cool Brand Leader. The recognition reaffirmed Tiger's popularity and was given only to the coolest brands in the UK.