Tiger Unveils The World’s First Tiger Champions Bar at Terminal Three of Changi Airport Singapore

As a true reflection of its passion for winning, Tiger is proud to unveil the world’s first Tiger Champions Bar, a brand new, premium concept sports-bar located at the heart of the Terminal Three of Changi Airport, Singapore.

Along with freshly brewed Tiger beer, the Tiger Champions Bar is a unique showcase of the world-acclaimed Tiger and keeps true to its promise of delivering the best sports programmes and updates.

Commenting on the world’s first Tiger Champions Bar and this significant milestone for Tiger, Mr Bennett Neo, General Manager, Asia Pacific Breweries Singapore (APBS), said: “I am very proud to present the Tiger Champions Bar as another affirmation towards our passion for winning. Evoking a premium sports experience, Tiger fans and sports enthusiasts can be sure to enjoy the great taste of Tiger beer while they soak up the action at the Tiger Champions Bar. This milestone also reaffirms our flagship brew as a Singapore beer icon and a world acclaimed brand.”

The Tiger Champions Bar aims to be the ultimate pit-stop for long haul transit passengers who are looking for a premium chill-out experience that is relaxing and comfortable. Uniquely designed to evoke a refreshing experience akin to savouring a glass of ice-cold Tiger, the Tiger Champions Bar is also a celebration of the dynamism in sports and winning. With this concept sports-bar, sports enthusiasts and Tiger fans will be able to enjoy the ultimate sports experience in a relaxing and premium environment whilst savouring the world-acclaimed taste of Tiger beer.

Visitors can rest and relax at the Tiger Den by treating themselves to a wide array of sports publications or view various Tiger sports memorabilia that are on display. Sports enthusiasts are also invited to soak up the action by catching their favourite sports shown on large LCD screens while enjoying a glass of crisp and refreshing ice-cold Tiger beer at the Tiger Arena.

“With the Tiger Champions Bar, we hope to present the ultimate premium sports experience to our consumers. Located at the heart of Terminal Three in Changi Airport, the Tiger Champions Bar will be yet another icon of Singapore’s favourite beer showcasing Tiger’s strong support for the sports over the years. As a world-acclaimed brand that is synonymous with Singapore, we believe that the Tiger Champions Bar will appeal to both local and international visitors,” added Mr Neo.

Operated by HMSHost and spanning over 1,600 square feet, the Tiger Champions Bar is a culminating statement to Tiger beer’s long-standing support for international sports and commitment to giving consumers the best combination of sports and the crisp and refreshing taste of Tiger beer.

Providing an insight into the creative concept and development of the Tiger Champions Bar, Ms Andrea Teo, Head of New Business Development, APBS, said:” When the Tiger Champions Bar was first conceptualised, we wanted it to be the ultimate pit-stop for sports enthusiasts and Tiger beer fans awaiting transit. With different sections and individual concepts to cater to differing needs and wants, we are confident that the Tiger Champions Bar will have something for sports fans and beer lovers alike.”

True to its name, the Tiger Champions Bar reflects Tiger’s passion for winning and desire to bring the best in sports to Tiger beer fans and sports enthusiasts alike. Set to bring the Tiger experience to the next level, visitors can be sure to enjoy the great taste of Tiger beer every time they visit the Tiger Champions Bar for a piece of the latest action in the sports arena.

Located at the Departures level, South wing of the newly built Terminal Three of Changi Airport, Singapore, the Tiger Champions Bar is set to provide a premium experience to Tiger beer fans and sports enthusiasts waiting for their transit flights.

The Tiger Champions Bar consists of different sections with individual concepts, providing a relaxing and refreshing ambience for long haul transit passengers to enjoy sports programmes and publications, as well as ice-cold Tiger beer.

The Tiger Den is a relaxing and quiet area with sofas and lounge seats. Visitors can browse through a wide array of sports papers and reading materials available while enjoying the crisp, refreshing taste of Tiger beer.

The Tiger Arena is set to be the main feature with eight big LCD screens set above the bar. Visitors can soak up the action while enjoying a drink by the bar.

Visitors can also view some of Tiger’s key memorabilia on display, celebrating its support for various international sports such as football and golf over the years.

Tiger, brewed by Asia Pacific Breweries Singapore (APBS), is one of Singapore’s most recognised icons globally. As a leading homegrown brew, Tiger is currently brewed in seven countries and is available in over 60 countries in Europe, the US, Latin America, Australia and the Middle East.

Tiger has been winning global acclaim through the years. In its 74-year history, the brew has picked up over 40 international accolades and awards. The most notable include the Gold Medal at the Brewing Industry International Awards, UK, 1998 - the equivalent of the Oscar Awards for the brewing industry - and more recently, the gold medal at the European-style Pilsner category of the 2004 World Beer Cup, considered 'the Olympics' of beer competitions by the industry.

Through its close involvement in sports, dynamic brand campaigns and innovative sponsorships, Tiger has positioned itself as a leading contemporary beer brand across the world. Tiger has become a recognisable and sought-after premium beer and was named UK CoolBrand in 2004, 2005 and 2006.

HMSHost, formerly known as Host Marriott Services, is world-renowned for creating innovative concession plans in travel venues. HMSHost is a wholly owned subsidiary of Autogrill S.p.A and has operations in 15 countries around the globe. Together, HMSHost, HMSHost Europe and the rest of the Autogrill Group are recognised leaders in retail, food and beverage concessions serving people on the move. Operating over 75 airports worldwide and more than 100 motorway travel plaza locations, HMSHost seeks to create dynamic experiences that refresh, invigorate and inspire.


Tiger Champions Bar	Large LCD screens at the Tiger Arena

View some of Tiger sports memorabilia on display	Unwind at the Tiger Den