Asia Pacific Breweries aims to communicate the Tiger Beer brand clearly and consistently to consumers through as many touch points as possible' Tiger Beer received fairly generous publicity in the local newspaper The Straits Times when it was first launched in 1932. It was, after all, Singapore's first lager beer and the first to be brewed in partnership with a leading European brewer. It has always relied on traditional communication media like newspapers and television, the important components in the communication mix, but in countries such as India, Indonesia, Malaysia, and Thailand, which does not allow beer advertising. Tiger Beer has had to find creative ways to generate publicity in the media.