Tiger Beer (Five Points Trading Co.) donated $1 million to World Wildlife Federation’s digitally-led global awareness campaign to save the world’s 3,890 wild tigers.
Once found in diverse habitats across Asia, the world’s wild tiger population has shrunk by an alarming 96% in the last century due to illegal tiger trade, poaching and habitat loss. Today, the world is at risk of losing this iconic species completely.
To drive home the urgency of the situation, Tiger Beer will be introducing a limited-edition design on select Tiger Beer packaging that sees the iconic tiger removed from the brand’s logo for the first time in 84 years to raise public awareness of the shocking population decline and to inspire collective action to help fight illegal tiger trade.
The rise in demand for tiger parts has decimated wild tiger populations in areas where they used to roam. From skin and bones to whiskers and teeth, practically every part of the tiger is exploited in the black market to make products such as traditional medicine and ornamental items.
Fueled by criminal syndicates and driven by demand for status symbols or perceived miracle cures, tiger trade is a key part of the illegal wildlife trade, which makes up the fourth largest global illicit trade after human trafficking, narcotics and counterfeits. Consumer awareness and engagement on the issue is key in putting a stop to this serious threat to the species. Today, the illegal tiger trade and the wider problem of wildlife trafficking reaches an estimated $20 billion per year.
“It is an honor for us to partner with the WWF to help raise global awareness and make demand for products with tiger parts socially unacceptable. Tigers are more than just an emblem of our brand; they symbolize strength, courage and power. More importantly, they are significant cultural icons and a source of creative inspiration for the many artists Tiger Beer champions and supports through its activities. As Asia’s premium lager bearing the name of this majestic creature, we are taking it upon ourselves to fight for the survival of the world’s remaining 3,890 tigers and plan to use the power of art and creativity to lend a fresh perspective on the issue,” said Mie-Leng Wong, Global Director at Tiger Beer, Heineken Asia Pacific, which brews the beer in Singapore.