Who is afraid of the black tiger
Kloster Co. has launched a dark beer (7% ABV), Black Tiger, which represents the brewer’s first foray into the low-to-mid price range after having sold the premium priced Kloster for nearly 20 years. Black Tiger is reasonably priced at US$2.48 for a 3-pack of 640 ml bottles and comes in green bottles which are usually associated with premium beers. Standard brands, such as Singha and Chang, are sold in brown bottles.
Kloster is hoping that Black Tiger will establish a new market segment, namely dark beer, as opposed to lagers, and capture a 2 per cent share of the market. The beer will be pushed via the company’s 150 distributors. A media budget of US$1.24 million is to support the launch. Should the new beer prove successful, Kloster would be able to use its 0.24 per 640ml bottle..
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