Singha
Singha (Thai: สิงห์, correctly pronounced sing, but typically pronounced by foreigners as 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 new 3.5% abv Singha Light introduced in 2006.
Contents |
History [edit]
The Singha is a mystical lion, found in ancient Hindu and Thai stories. It is a powerful mythological creature and was chosen as a symbol. The Garuda symbol on the bottleneck is a symbol of Thailand's royalty. The royal warrant was given on 25 October 1939. Boon Rawd is the only Thai brewery to be granted royal permission to display the royal Garuda.[1]
Boon Rawd bought two German breweries in Hartmannsdorf and Mittweida in Saxony in 1994. At one point these breweries produced a special variant, Singha Gold; however, production of these has stopped. All Singha Beer is now produced only in Thailand.
Beginning in September 2007, a 5.0% (abv) version of Singha Lager has replaced the 6.0% (abv) original version that has earned the Singha name its reputation. This new version, while still brewed in Thailand by Pathmthani Brewery Co., Ltd., proclaims on its labelling to have been brewed under the supervision of Singha Corporation Co., Ltd. instead of Boon Rawd Brewery Co. Ltd. The last known fill date for Singha Lager 6.0% bottles sold in the United States is 18 October 2007.
Beer production capacity is 1 billion liters 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 beer market leadership in Thailand.
Singha has been available in the UK since April 2010 in supermarkets like Tesco, Waitrose, Sainsburys, Asda and Morrisons, as well as in Thai Restaurants across the country. There is a growing following of Singha in bars across the country following the launch of Singha on draught in 2011.
From March 2013, Singha beer will also be produced from Carlsberg's russian plant for distribution in European markets. Singha would also use any of eight Carlsberg plants in Asia for production.[2] This comes as part of cooperation to use each others production and markets for both brands.
Advertising [edit]
In August 2010, Singha formed a 4-year partnership with Premier League football club, Chelsea.[3][dead link] The company already had a similar partnership with Manchester United.[4][dead link]
In the 2010 Formula One season, Singha's logo is seen on the Red Bull Racing team's livery.
In media [edit]
The Pogues recorded a song, "House of the Gods," for their 1990 album Hell's Ditch, which 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]
- ^ "The Products". Singha Corporation Co., Ltd. 2011. Retrieved 12 January 2011.
- ^ "Singha starts roll-out in Asia and Europe". Investvine.com. 14 February 2013. Retrieved 2013-04-03.
- ^ "Chelsea in new Partnership with Singha Beer". Chelsea F.C. Retrieved 5 August 2010.
- ^ http://www.manutd.com/default.sps?pagegid=%7B3479FBF4-753A-4BF4-8FDD-0F0BFCEA3FFF%7D
