Tiger Beer has unveiled its promotional strategy in the UK for this year.

The Asia Pacific Breweries-owned beer brand, which claims to have seen sales in the country last year rise by 13%, said today (28 March) that the strategy - at a cost of GBP5m (US$9.8m) - will include its first foray into television sponsorship.

From next month, Tiger will be the exclusive sponsor of the Sky Movies Indie channel, part of Sky's recently rebranded Sky Movies channels.

A second sponsorship deal has also been signed with UK lifestyle channel Discovery Travel & Living's series 'Anthony Bourdain: No Reservations'.

Tiger Beer will also be the subject of a renewed focus online, which includes an online advertising campaign through media sites such as Cool Hunting, Urban Junkies and LoveFilm, and the launch of a revamped website (www.tigerbeer.co.uk).

"This year is getting more exciting for us by the second," boasted Steven Greaves, marketing manager for Tiger Beer UK. "We believe our investments across all aspects of the business will equip us to become the leading Asian beer in the UK and we're very excited to be on our way to achieving that."