Tiger® Launches New Brand Film 'Yet Here I Am', Showing What It Means to Turn Adversity into Opportunity

'Yet Here I Am' embodies a resilient spirit,now more relevant than ever

Tiger® is also revealing a bold new look on its packaging that will be rolled out globally in the coming year

TAIPEI,Dec. 8,2020 -- Tiger®,the number one international premium beer from Asia,knows what it means to confidently seize opportunities. Launching a powerful new brand story film titled 'Yet Here I Am',Tiger® reminds everyone to embrace a never-say-die attitude and turn adversity into opportunity.

To view the Multimedia News Release,please click: https://www.prnasia.com/mnr/TigerBeer_202012.shtml

‘Yet Here I am’ embodies a resilient spirit,which shaped Tiger® into a world-acclaimed iconic brand.

As Tiger® turns 88 this year,the film tells the story of Tiger®,a brand born in Asia,a place where neither hops nor barley would grow,at a time when people said it was impossible to brew a tropical lager that would refresh. But against all odds and challenges,Tiger® proved to everyone 'Yet Here I Am'.

"The world has never been so volatile,and the future so fluid. Tiger is a brand born against all odds as 88 years ago,it was inconceivable that we could brew a beer in a tropical climate. And yet,here we are. The video captures the spirit of resilience that the world needs so much of today," said Sean O'Donnell,Global Brand Director for Tiger®. "In April,we turned that spirit into action with our #SupportOurStreets initiative,which helped F&B businesses in Southeast Asia cope with the stay-home measures. Together,we showed the world that despite unforeseen hurdles,yet here we are,remaining resilient and full of hope."

Tiger® pledged more than EUR 1.8 million in Southeast Asia from its #SupportOurStreets initiativeto help F&B outlets during these trying times.

Bold new look for Tiger® on its packaging

Tiger® is also introducing a bold new look on its packaging that will be rolled out worldwide in the coming year,starting in Vietnam this year. Tiger® is available in more than 50 markets globally today.

Tiger® unveils a bold new look on its packaging.

View the 'Yet Here I Am' film hereand keep up with them viatheir Instagram and Facebook pages. High-resolutionfiles of the new film,newkey visuals andnew lookare available here.

ABOUT TIGER®:

Tiger®,born in Singapore in 1932,is the number one international premium beer from Asia and one of the world's fastest-growing beer brands. It is available in more than 50 markets around the world. Defying the odds to create the ultimate brew,a perfect balance between bold and refreshing,Tiger® has been uncaging new ways to take refreshment to the next level and make the impossible possible for decades. No stranger to turning adversity into opportunity,Tiger® has rallied support for local communities and uncaged unexpected possibilities for them,from the recent #SupportOurStreets initiative to Tiger Street Food,while continuing to champion raw talents around the world. For more information,please visit www.tigerbeer.com.

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand,the Group has a portfolio of more than 300 international,regional,local and specialty beers and ciders. HEINEKEN is committed to innovation,long-term brand investment,disciplined sales execution and focused cost management. Through "Brewing a Better World",sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. It employs over 85,000 employees and operates breweries,malteries,cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.comand follow us on Twitter via @HEINEKENCorp.

MEDIA CONTACTS:

Nicolette Koh for Tiger Beer

TigerBeer@devriesglobal.com

+65-9823-4609

Johahn Bhurrut

Corporate Affairs,HEINEKEN APAC

Johahn.bhurrut@heineken.com

+65-8318-1382

Rebecca Kuo

Rebecca.kuo@heineken.com

0958-303-225