Heineken is celebrating Chinese New Year with limited-edition packaging, coupons and deals for its premium Asian lager Tiger beer.

From this month, the brand has newly designed outers on its four-packs and 12-packs. PoS including free-standing display units and shelf barkers will be available to convenience retailers. Heineken recommends creating linked deals with Asian food to boost sales during this time of year.

David Lette, premium brands director at Heineken, said Tiger is tapping into the growing demand for premium and world beers.

“Chinese New Year is a great opportunity to banish the post-Christmas blues and increase sales at a quieter time of year,” he said.