Tiger Beer, the number-one international premium beer from Asia, debuts Tiger Soju Infused Lager, an easy-to-drink lager with a hint of sweetness and a refreshing beer aftertaste, uncaging a bold new Tiger experience. Tiger Soju Infused Lager takes inspiration from K-culture's rising prominence globally and taps into the popularity of soju. Tiger's latest innovation goes beyond lager with a range of natural flavours that appeals to Millennial and Gen Z consumers who seek products that bring an exciting fusion of progressive flavour and innovative experimentation. Who better to represent this bold side of Tiger® than G-DRAGON – leader of BIGBANG and renowned South Korean artiste. An international trendsetter at the forefront of music, fashion and culture, G-DRAGON stars in the latest Tiger® campaign, ‘Tiger Soju Infused Lager – Feel the Twist’. "I am proud to represent Tiger – a brand known for its courageous spirit. Breaking barriers while remaining true to myself is one of the ways I resonate with Tiger®. Together, I hope we can inspire everyone to uncage their inner passions while remaining unafraid of what others might say," said G-DRAGON, the Official Global Tiger® brand ambassador. Sean O’Donnell, Global Brand Director, Tiger, says: “Tiger has always defied the odds. We are constantly finding ways to break new ground and bring bold products and experiences to our consumers. With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience. We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger® stands for.” In the film created by Le Pub APAC, G-DRAGON leads the way through a portal to discover a bold new twist and a place where Asia's cultures collide, opening our minds to an entirely new experience and feeling. Cyril Louis, Executive Creative Director at Le Pub APAC, explains: "Launching a new product unknown to any audience, we needed to be clear about what Tiger Soju Infused Lager brings. It is a bold twist on something we're familiar with, Tiger Beer. We decided to celebrate this collision of Asian cultures in a metaphorical world where Asia's food, fashion, music, art and design come together, creating a place for people open to experimentation, where familiar experiences are reinvented." Tiger Soju Infused Lager comes in four natural flavours – Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach with an ABV of 4.0% to 5.5% depending on markets. a will be launched across all Tiger markets, starting with Singapore and Vietnam. This partnership with G-DRAGON represents Tiger's biggest brand partnerships yet.