Singha

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Singha beer

Singha (Thai: สิงห์; RTGSSingha) is a 5% abv pale lager produced by Boon Rawd Brewery.[1] It is available as a 5% abv draught beer; 3.5% abv Singha Light was introduced in 2006.

History[edit]

Praya Bhirom Bhakdi received a license to brew beer from the Thai government. In May 1933, the construction of a brewery began. August 4, 1933 is the official founding date of the Boon Rawd Brewery. In March 1934, production was started. Three beers were brewed: Golden Kite, Singha and Stupa.[2]

The royal warrant was given on 25 October 1939. Boon Rawd is the only brewery permitted to display the royal Garuda on the bottleneck.[3] The Singha is a powerful mythological lion, found in ancient Indian and Thai stories.

Boon Rawd bought two German breweries at Hartmannsdorf and Mittweida, Saxony in 1994. Some Singha beer is 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.

Singha is one of the best selling beers in Thailand and beer production capacity has been described at "1 billion litres per year".

Singha has been available in a range of UK supermarkets since 2010 (Tesco, Waitrose, Sainsburys, Asda and Morrisons) and also in Thai restaurants. There are growing sales of Singha in bars in the UK, following the launch of draught Singha in 2011.

From 2013, some Singha beer has reportedly been produced at Carlsberg's Russian plant for distribution in some markets, but even in 2016, bottled Singha on sale in the UK had a label stating "Brewed exclusively in Thailand since 1933". Singha is also said to use eight Carlsberg plants in Asia for production, as part of an agreement to share each other's production facilities and markets.[4]

Advertising[edit]

Singha was the title sponsor of Francesco Cantando's Formula 1 Powerboat team from the mid 1990s up until the end of the 2013 season, making it one of the longest partnerships in the history of the sport. For 2014, Motorglass.it replaced Singha as Cantando's team's new title sponsor.

In 2010, Singha formed a four-year partnership with Premier League football club Chelsea.[5] The company already had a similar partnership with Manchester United.[6]

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

In 2014, Singha became the first Official Beer of the FIM MotoGP™ World Championship[7] and official sponsor of the Professional Darts Corporation Grand Slam of Darts.[8]

In 2015, Singha became a personal sponsor of Formula One driver Kimi Räikkönen.

In 2018 Singha became the official sponsor of Oxford United Football Club.[9]

In popular culture[edit]

The Pogues recorded a song, House of the Gods, on their 1990 album Hell's Ditch about 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. ^ "About us: Company Profile". Singha Corporation Co., Ltd. Retrieved 26 May 2015. 
  2. ^ Singha Story, Historical timeline. Accessdate=19 Jun 2018
  3. ^ "The Garuda and By Royal Permission". Singha Corporation Co., Ltd. 2014. Retrieved 20 Jun 2018. 
  4. ^ "Singha starts roll-out in Asia and Europe". Investvine.com. 14 Feb 2013. Retrieved 2013-04-03. 
  5. ^ "Chelsea in new Partnership with Singha Beer". Chelsea F.C. Archived from the original on 6 June 2014. Retrieved 6 June 2014. 
  6. ^ Manchester United. Retrieved 20. June 2018
  7. ^ "Singha announced as Official Beer of MotoGP™". Moto GP. 30 April 2014. Retrieved 6 June 2014. 
  8. ^ http://www.pdc.tv/news/article/1rzcdsd7do7b21tmov96q9z8ek/title/singha-beer-sponsor-grand-slam
  9. ^ Singha sponsor the U's. Retrieved 20. June 2018

External links[edit]