[The scene takes place on a hill overlooking the city. Our female lead, Min-ji looks to the city lights, deep in thought. Our male lead, Tae-hyun, approaches her, visibly upset and holding two glasses of Somaek (a mixture of soju and beer).]

The above is a draft screenplay I wrote for Heineken Asia Pacific, in case they ever wish to shoot a high-budget advertisement for their new product, the Tiger Soju-Infused Lager. Heineken, if you're interested in my tear-jerking and highly original screenplay, please feel free to get in touch with me.

Now, South Korea’s pop culture has truly taken Asia and much of the world by storm this past decade. President Barack Obama himself could not ignore this phenomenon, mentioning his awe of the Korean Wave in his visit to South Korea in 2012. Love for Korean dramas and K-Pop has continued to spread across continents since then. And with heart-wrenching television storylines and the catchy tunes & synchronized choreography of K-Pop bands, this Korean Wave shows no signs of slowing down in 2023, churning out hit after hit the likes of Oscar-winning Parasite and sensational Netflix series Squid Game.

It's little wonder Heineken APAC has decided to make a savvy move to ride this wave by introducing their new soju-infused product, the Tiger Soju Lager. The product label itself makes no mention of Somaek – a highly popular cocktail made in Korean restaurants that combines three parts beer and one part soju. “Somaek” (or 소맥) is in essence a portmanteau of "soju" (소주) and "maekju" (맥주) meaning malt beer. A popular variation is known as the "Soju bomb".

Korean drinking culture is highly social and often involves drinking games and rituals. The practice of jazzing up your light Korean lager with soju makes for a more interactive and fun experience. Somaek, with its lower alcohol content compared to straight soju, also lends itself well to drinking games and long drinking sessions in Korea, allowing folks to enjoy the evening without becoming intoxicated too quickly.

As our male lead, Tae-hyun, had shamelessly advertised: the Tiger Soju is our familiar Tiger lager beer infused with fruit-flavoured soju, coming in at a slightly stronger 5.5% ABV (standard Tiger comes at 5.0% ABV). They come in two flavours – the Gutsy Grape which is infused with green grape soju, and the Cheeky Plum which is self-explanatory.

I’m neither a BTS ARMY nor a BLACKPINK BLINK, nor a K-pop stan, but consider me duly intrigued by what Tiger Beer is doing. I had to grab two cans of these myself for a sip and a review.

Tiger Soju – Gutsy Grape, 5.5% ABV

Appearance: Pale straw – somewhat similar to the colour of dry white Riesling wine.

Nose: An refreshing and clean blend of floral, lightly appley, and mellow aromas intertwined with scents reminiscent of Qoo Grape drink, green Hi-Chew candy, and the zestiness of apple cider, creating an inviting and playful bouquet.

Palate: Light-bodied, once again offering an initial zesty, nippy, tart sensation on the tip of the tongue. Swiftly followed by a clean sweetness akin to Jinro green grape soju combined with the effervescence of bubbly prosecco. There is an everpresent subtle ethanol taste characteristic of soju. It is worth mentioning that the sweetness is very moderate and light – akin to the sweetness of a light isotonic drink.

Finish: Not an incredibly long-lived finish. The sweetness eventually gives way to mellow notes of light lager and hints of barley. And as the nippy tartness of apple cider dissipates, a lingering pleasant light sweetness reminiscent of cold winter melon tea emerges.

My Thoughts:

This is a refreshing and highly approachable drink, though not exactly mind-blowing in flavour, because it delivers a profile pretty close to what you'd expect from the label. The moderate sugar content ensures that it doesn't become overly sweet, while the respectable ABV might have benefited from a slightly heavier body – but that’s just my opinion. Its rather zesty character make it a fantastic pairing for hearty Singaporean street food like fried oyster omelette.

It's worth mentioning that this does taste like a fizzy green grape drink you could offer your child. The bright sweetness and fruitiness can all too easily make me forget that this is, indeed, a moderately strong beer. So be cautious not to overindulge, mistaking it for a soda!

Tiger Soju – Cheeky Plum, 5.5% ABV

Appearance: Slightly darker amber hue compared to the Gutsy Grape.

Nose: Quite fresh, subtle and gently tangy, with a distinctiveness of Chinese sour plum powder (酸梅粉), mixed berry-flavoured gummies and a touch of strawberry-flavoured Ricola Fresh Pearls chews.

Palate: Light bodied and clean. The initial sip opens up to be mildly sweet and incredibly refreshing, introducing an initial tartness with a lively ginger-like spice that borders on the intensity of Japanese pickled ginger (the ones you encounter at sushi restaurants).

A second, more careful sip reveals a surprisingly complex, earthy depth, with a touch of bitter and musky Dang Gui-flavoured (当归) soup (similar to a slightly sweeter version of ginseng). As the tartness and spiciness recede, light sweet berry notes emerge, evoking pomegranate juice, diluted berry cordial, and berry-flavoured Glaceau Vitamin Water.

Finish: A relatively short finish, with the sweetness yielding to mellow light lager and barley nuances, accompanied by a persistent lingering spicy sensation at the back of the throat.

My Thoughts:

Surprisingly complex for a novelty beverage, the sour plum soju-flavoured lager offers more character with its subtle ginger spiciness and earthy undertones. Of the two Tiger Beer soju-infused lagers, this one has captured my preference for its depth and intrigue.

This beer stands out on its own. But it would also pair very well with more neutral-tasting raw Japanese seafood or Korean raw octopus (San-nakji) lightly seasoned with sesame and sesame oil, allowing its unique flavours to complement and elevate the dining experience.

Conclusions

The Korean Wave has been ongoing for the past 10 years. With social media and popular culture abuzz with all things Korean for such a long time, I was initially curious why Tiger's brand managers in Heineken Asia Pacific did not slap their foreheads and push for this concept earlier much.

However, the fact of the matter is that as a dominant force in Singapore's beer market, there is frankly very little incentive - at least within Singapore - for Heineken Asia Pacific to introduce new product lines or innovate and distribute new categories of products.

With that in mind, I'd say this new soju bomb-inspired line from Tiger is almost a gift from Heineken Asia Pacific to us, the Singaporean consumer. A fun conversation starter surrounding the widespread appeal of Korean culture.

But perhaps this might also be part of a more ambitious regional strategy. A beta test if you will, of Tiger's stronger advancement into Southeast Asian beer markets where the felid has to compete with other mightier creatures the likes of a Singha (lion) or a Chang (elephant). And if that is indeed the plan, after this taste test of the Tiger Soju, I'm fairly confident of Tiger's chances to make a splash in the regional Asian beer markets. 

@CharsiuCharlie