But Tiger Beer is less of a niche drink than it used to be, which poses a quandary for the brewer.

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Dutch brewer Heineken has ended the stand-off over control of the maker of Tiger beer, by garnering the support of a Thai billionaire.

BBC: Heineken wins support of Thai billionaire for Tiger bid

Heineken will be able to provide product innovation, and it'll use Femsa's distribution channels to sell its global premium brands like Heineken Pilsener beer, Tiger and Star, and its know-how on segmenting a market into different target niches.

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