Launched in 1932, Tiger beer became Singapore's first locally brewed beer. It is a 5% abv bottled pale lager. APB's flagship brand, it is available in more than 60 countries worldwide. The flagship brand has entered in a number of beer tastings competitions and has performed well. At the 2011 World Quality Selections, organized by Monde Selection, the brand won a Gold Quality award. According to Brand Finance’s Top 100 Singapore brands 2012 Report, Tiger is amongst Singapore’s top 10 most valuable brands. Tiger in popular culture. The "It's Time for a Tiger" slogan for Tiger Beer has run for decades since its inception in the 1930s.

The writer Anthony Burgess named his first novel Time for a Tiger (the first part of the Malayan trilogy The Long Day Wanes) after the advertising slogan.[citation needed] The beer was popular in the Malaya of the 1950s, where Burgess was working.Burgess reveals in his autobiography that, when his Time for a Tiger was published, he asked the manufacturer, then Fraser and Neave, for a complimentary clock with the Tiger beer slogan. The brewery declined to offer this or any other free gift to him. But, fourteen years later, when Burgess was more famous, it relented.

In 1970, the company offered Burgess the privilege to consume any of their beers free of charge while in Singapore. However, in his own words Burgess wrote in response: "But it was too late, I had become wholly a gin man."The beer can was also seen being poured in the 2002 movie The Transporter with Jason Statham. Crates of Tiger appeared in the 2008 film Tropic Thunder. Also, in the 2001 Hong Kong action thriller The Accidental Spy it's the preferred beer of Buck Yuen (played by Jackie Chan) who orders it by name in a bar and, also has an empty bottle of Tiger by his bed in the next scene as he wakes up from a dream.In the movie The Odd Angry Shot about the Australian Special Air Service during the Viet Nam war, Tiger is considered the beer of choice among American and Aussie troops. Tiger is seen as a favourite among British troops during the Malayan emergency in the film The Virgin Soldiers.