Tiger Beer UK has switched the general manager from its Singapore business with its managing director in the UK.

Alan Gourdie will become the new managing director of the UK business, replacing Bennett Neo, who will take up the newly vacated role of general manager for the Singapore business, the Asia-Pacific Breweries-owned company said yesterday (10 May).

Neo said: "Alan brings with him a wealth of experience and will be a great asset to the UK business. He has been with the beer business for the last thirteen years. Before running operations in Singapore, Alan was global marketing manager for Heineken International. The UK team are looking forward to welcoming him into the business."

The new appointments will be effective as of July.

The company, which saw sales in the UK last year rise by 13%, said in March that its promotional strategy in the country - at a cost of GBP5m (US$9.8m) - will include its first foray into television sponsorship.

The company plans to sponsor the Sky Movies Indie channel, part of Sky's recently rebranded Sky Movies channels as well as having signed with UK lifestyle channel Discovery Travel & Living's series 'Anthony Bourdain: No Reservations'.

The moves follows the company's will renewed focus online, including an online advertising campaign through media sites such as Cool Hunting, Urban Junkies and LoveFilm, and the launch of its revamped website.