Beer Market

Topics: Beer, Alcoholic beverage, Brewing Pages: 17 (5902 words) Published: August 26, 2013
Introduction
History of the product
For this economy of business group assignment, we have decided to analyse beer market data and we also choose tiger brand as main research product. The reason we decided to analyse beer market data are because of its history and market growth. Beer was the first alcoholic beverage known to civilization; however, drinker of the first beer is unknown. Historians theorize that humankind's fondness for beer and other alcoholic beverages was a factor in our evolution away from a society of nomadic hunters and gathers into an agrarian society that would settle down to grow crops (and apparently drink). The first product humans made from grain & water before learning to make bread was beer (Bellis). Many such beers come with their own history. For instance, porter was the first one produced on an industrial scale, and the wood vats it matured in were so large UK breweries christened them by holding dinner parties for hundreds within their confines (Hieronymus). Nearly every culture developed their own version of beer using different grains. Africans used millet, maize and cassava. The Chinese used wheat. The Japanese used rice. The Egyptians used barley. However, hops the main ingredient in modern beer beverages was not used in brewing until 1000 AD. The modern era of brewing beer could not begin until the invention of commercial refrigeration, methods of automatic bottling, and pasteurization.

History of Tiger Beer

The origin of Singapore’s award-winning Tiger Beer goes back to 1931, when Asia Pacific Breweries (APB), then known as Malayan Breweries Limited, opened its first brewery. A year later, Singapore’s first locally brewed beer, Tiger was launched. The secret of Tiger Beer’s success comes from its unique recipe and taste. Only the finest natural ingredients are used; no artificial additives are added. A lot goes into making a bottle of Tiger beer. Using only the finest ingredients from around the world, every bottle of Tiger goes through a strict brewing process. The Tiger Beer brewing process includes taste testing over 10 different water samples a day for the freshest water available incorporates and no less than 250 quality control checks – 50 more than most other beers – to ensure the smooth and consistent flavour which Tiger drinkers have come to expect. These make up part of a brewing process which takes over 500 hours. It’s little wonder that Tiger has won over 40 international awards and accolades and counting. Tiger Beer has won admirers from around the world. From New York to London, Vietnam to Shanghai, the brew’s popularity now spans the globe, encompassing more than 70 countries. The fresh flavour and mild aftertaste of Tiger Beer make it the perfect remedy to hot and humid weather, as of that in its homeland, South East Asia. When served chilled, the silky texture of Tiger Beer turns crisp, providing a refreshing contrast to the spicier dishes of Thailand and Malaysia, while the malt and honey tones in the body of the beer are light enough to compliment even the most delicate Asian flavours. Brewed with passion in Asia since 1932, Tiger beer is backed by a tradition of excellence. Indeed, it is a story of one beer’s quest to become the very best in the world. This is little wonder Tiger’s award-winning taste has picked up over 40 international accolades and awards to date, including a Gold Medal at the 2004 World Beer Cup, organised by The Association of Brewers. Loyal to our relentless pursuit in being the finest premium brew in the world. Our look reflects vigour, brilliance and commitment. Now, whenever and wherever Tiger is enjoyed, you can be assured of its international acknowledgement of quality.

Product fixture colour

Blue = purest/most refreshing water used
Amber = quality ingredients
Gold = quality and medals Tiger has won over the years

Objective
The objectives are to identify the...

References: * Bellis, M. (n.d.). The History of Beer. Retrieved November 29, 2012, from http://inventors.about.com: http://inventors.about.com/od/bstartinventions/a/beer.htm
* Hieronymus, S. (n.d.). Early Times. Retrieved November 29, 2012, from http://www.craftbeer.com: http://www.craftbeer.com/pages/beerology/history-of-beer/early-times
* http://www.beer-brewing.com/. (n.d.). Retrieved December 3, 2012, from Apex Publisher: http://www.beer-brewing.com/beer-brewing/beer_chapters/ch19_beer_spoilage_organisms.htm
* http://www.business-in-asia.com. (n.d.). Retrieved December 6, 2012, from BENEFITS FROM ASEAN Free Trade Zone (AFTA): http://www.business-in-asia.com/asia_freetrade.html
* John T. Phelan, J. P. (n.d.). http://www.trifactor.com. Retrieved December 6, 2012, from Trifactor Distribution Solution: http://www.trifactor.com/Material-Handling-White-Papers/Beer-Distribution-Problems-Brewing
* niceguy. (2009, 12 11). What are the barriers to entry into an oligopolistic industry? Retrieved 12 1, 2012, from yahoo.com: http://answers.yahoo.com/question/index?qid=20090121144855AAIJh85
* Pearson, C. (2011, July 7th). http://thirstyblogger.my. Retrieved December 5, 2012, from Cocktales, by The Thirsty blogger: http://thirstyblogger.my/2011/03/07/gab-vs-carlsberg-malaysia/
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