Tiger Beer, a brand of Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, announced that it is uncaging celebrations in 2018 for the Lunar New Year through retail and on-premise programming and artwork that celebrates the Year of the Dog. The artwork tells a story that celebrates the old and the new in order to reignite the appreciation and understanding of festive traditions shared with family and friends, the company says.

Singaporean artist Dawn Ang, known for her bold focus on creative storytelling, transformed 2,000 red envelopes into a three-dimensional Lunar New Year story featuring traditional icons in a new light with paper art techniques, it says.

In a statement, Amy Tay, Tiger brand director at Five Points Trading Co., said: “Dawn’s artwork, formed from a curated selection of cultural symbols such as lanterns, firecrackers, blossoms and oranges, comes to life on Tiger packaging and promotional materials this season. These traditional symbols are believed to usher in greater prosperity and luck for those who celebrate the occasion.”

In addition to the limited-edition packaging, custom-designed retail and on-premise point-of-sale materials including posters, price cards, tuck cards, cooler decals, red envelopes, lanterns and playing cards are available to engage legal-drinking-age shoppers and on-premise patrons, encouraging them to choose Tiger Beer to celebrate the Lunar New Year feast of festive symbols, deep-rooted traditions and family reunions, the company says.

“Tiger Beer is an increasingly popular choice among LDA+ Asian consumers and represents a significant opportunity for our retail partners to promote the brand and increase their bottom line. Our Lunar New Year program provides the elements they need to drive traffic and incremental sales throughout the 2018 Lunar New Year season,” Tay added.