Around £500,000 had been earmarked for celebrations to mark Chinese New Year, the Year of the Tiger.
The beer, which came into Heineken UK’s portfolio in April 2009, is to sponsor a series of Tiger Lucky Eight events.
Events in Brighton, Manchester, Birmingham, Glasgow and London’s Chinatown? will kick off from February 10 for a fortnight and will represent elements of the Chinese zodiac: earth, wood, metal, water and fire.
Another three events will take place next month in partnership with arts and culture magazine Dazed & Confused in London’s Chinatown, featuring exhibits by an Asian filmmaker, photographer and artist, ending in an exclusive after party.
A limited-edition four-pack will be available across the off-trade? and sampling will take place in Sainsbury’s stores.
The brand has also launched microsite tigerbeer.co.uk/yearofthetiger, which will offer a free downloadable iPhone app featuring a game based on Chinese New Year. New character Lau Hu Mei (Tiger Girl) will feature in outdoor advertising.
Senior brand manager Jason Wills said the activity aimed to recruit younger consumers to drinking Tiger. “We’ll work with digital media as much as we can and are trying to explore more joint opportunities with magazines like Dazed & Confused,” he said.