Singha

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Singha beer

Singha (Thai: สิงห์; RTGSSingha) is a 5% abv pale lager beer.[1]. It is manufactured in Thailand by the Singha Corporation Co. Ltd., a subsidiary of its parent company, Boon Rawd Brewery.

History[edit]

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

A royal warrant was bestowed on 25 October 1939. Boon Rawd is the only brewery permitted to display the royal Garuda. The Singha is a powerful mythological lion, found in ancient South Asian and Thai mythology.[3]

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 Pathum Thani Brewery Co Ltd, states on its label to have been brewed under the supervision of Singha Corporation Co. Ltd., instead of Boon Rawd.

From 2013, some Singha beer has reportedly been produced at Carlsberg's Russian plant for distribution in some markets. 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]

Governance[edit]

Singha Corporation, established in 2001, is a subsidiary of Boon Rawd Brewery, tasked with managing of all of Boon Rawd's 150-plus subsidiary companies. It reports directly to Boon Rawd's Board of Directors.[5]

Products[edit]

Besides Singha beer, the company manufactures Singha Light,[6], Leo beer, U Beer, bottled and soda water, and packaged foods.[5]

Operations[edit]

In 2017, Singha Corporation sold 1.32 billion litres of Singha, Leo, and U Beer and retained a 62 percent market share in Thailand. The firm intends to sell 1.4 billion litres in 2018 and up its market share to 65 percent.[7]

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.[8] The company already had a similar partnership with Manchester United.[9]

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[10] and official sponsor of the Professional Darts Corporation Grand Slam of Darts.[11]

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

In 2018 Singha became an official partner of ROK Cup International Final. .[12]- karting CIK Homologated international competition organized by Vortex Engines (VORTON Srl.)

In 2018 Singha became the official sponsor of Oxford United Football Club.[13]

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. ^ "Our Beer". Singha Corporation Co., Ltd. Retrieved 26 May 2015.
  2. ^ "Historical timeline". Singha Corporation, Co., Ltd. Retrieved 1 September 2018.
  3. ^ "About Singha; About Garuda". Singha Corporation Co., Ltd. Retrieved 20 Jun 2018.
  4. ^ Maierbrugger, Arno (14 February 2013). "Singha starts roll-out in Asia and Europe". Investvine. Retrieved 2018-09-01.
  5. ^ a b "About us". Singha Corporation, Co., Ltd. Retrieved 1 September 2018.
  6. ^ "Singha Light Beer". Singha Corporation, Co., Ltd. Retrieved 1 September 2018.
  7. ^ Jitpleecheep, Pitsinee (1 September 2018). "Racing through a disruptive age". Bangkok Post. Retrieved 1 September 2018.
  8. ^ "Chelsea in new Partnership with Singha Beer". Chelsea F.C. Archived from the original on 6 June 2014. Retrieved 6 June 2014.
  9. ^ Manchester United. Retrieved 20. June 2018
  10. ^ "Singha announced as Official Beer of MotoGP™". Moto GP. 30 April 2014. Retrieved 6 June 2014.
  11. ^ http://www.pdc.tv/news/article/1rzcdsd7do7b21tmov96q9z8ek/title/singha-beer-sponsor-grand-slam
  12. ^ [1]. Retrieved 24. October 2018
  13. ^ Singha sponsor the U's. Retrieved 20. June 2018

External links[edit]