The Tiger Beer Chilli Crab Tour aims to promote the brand's Far Eastern flavours and origin and celebrate Singapore's unofficial national dish. The event will visit cities including Glasgow, Brighton and London over weekends throughout this month.
Each event will centre on the Tiger Chilli Crab Van serving the dish and other Far Eastern delicacies produced by chefs from leading local restaurants. To create a festival atmosphere, DJs will play at nearby partner style bars stocking Tiger.
Previously held as a free food festival in London, this year is the first time the Scottish & Newcastle-owned lager has gone on tour.
To date, draught Tiger has been introduced in more than 80 on-trade outlets that complement the brand's identity.
This article was first published on marketingmagazine.co.uk