Singha

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Singha beer

Singha (Thai: สิงห์, correctly pronounced sing, but commonly pronounced sing-ha, reflecting the Latin spelling) is a 5% alcohol-by-volume (abv) pale lager produced by Boon Rawd Brewery. It is also available in 5% abv draught version as Singha Lager Draft, and the 3.5% abv Singha Light introduced in 2006.

History[edit]

The Singha is a powerful mythological lion, found in ancient Hindu and Thai stories. The royal warrant was given on 25 October 1939, and Boon Rawd is the only brewery permitted to display the royal Garuda on the bottleneck.[1]

Boon Rawd bought two German breweries at Hartmannsdorf and Mittweida, Saxony in 1994. Singha beer is also brewed in Germany by Schlossbrauerei Au-Hallertau under licence from Singha Corporation Co., Ltd..

Beginning in September 2007, a 5.0% (abv) version of Singha replaced the 6.0% (abv) original. This new version, while still brewed in Thailand by Pathmthani Brewery Co Ltd, states on its label to have been brewed under the supervision of Singha Corporation Co Ltd, instead of Boon Rawd.

Beer production capacity is 1 billion litres per year. Until recently Singha was the best selling beer in Thailand, but is now challenged by Beer Chang, brewed by ThaiBev (formerly the Beer Thai Company). In 2007, Boon Rawd regained its number one spot in Thailand.

Singha has been available in the UK since April 2010 in supermarkets Tesco, Waitrose, Sainsburys, Asda and Morrisons, as well as in Thai restaurants. There are growing sales of Singha in bars, following the launch of draught Singha in 2011.

From March 2013, Singha beer will be produced at Carlsberg's Russian plant for distribution in European markets. Singha will also use any of eight Carlsberg plants in Asia for production.[2] This comes as part of cooperation to use each other's production and markets.

Advertising[edit]

In August 2010, Singha formed a 4-year partnership with Premier League football club, Chelsea.[3] The company already had a similar partnership with Manchester United.[4]

In the 2010 Formula One season, Singha's logo was seen on the Red Bull Racing team's livery.

In 2014, on May 1 Dorna Sports announced that Singha has become the first Official Beer of the FIM MotoGP™ World Championship, following a global agreement with the Thai brand.[5]

In popular culture[edit]

The Pogues recorded a song, "House of the Gods," on their 1990 album Hell's Ditch, describes a man relaxing on Pattaya Beach with Singha. The song's refrain repeats the line "Singha beer don't ask no questions; Singha beer don't tell no lies."

References[edit]

  1. ^ "Untitled Document". Singha Corporation Co., Ltd. 2014. Retrieved 6 June 2014. 
  2. ^ "Singha starts roll-out in Asia and Europe". Investvine.com. 14 February 2013. Retrieved 2013-04-03. 
  3. ^ "Chelsea in new Partnership with Singha Beer". Chelsea F.C. Retrieved 6 June 2014. 
  4. ^ http://www.manutd.com/en/Club/Sponsors.aspx?sponsorid=%7B2B6C7989-8153-435D-B460-251E07116B41%7D
  5. ^ "Singha announced as Official Beer of MotoGP™". Moto GP. 30 April 2014. Retrieved 6 June 2014. 

External links[edit]