Singha

Singha (Thai: สิงห์; RTGS: Sing) 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.

This article is about the beer. For the Sanskrit-derived terms, see Sinha and Singh.
Singha Beer Bottle (620 cl.) and Can (320 cl.)

History

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. Production began in March 1934. Three brands 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 September 2007, a 5.0% (abv) version of Singha replaced the 6.0% (abv) original. This version, while 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

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

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

Singha Reserve
Singha Reserve Bottle (620 cl.) and Can (490 cl.)

Boon Rawd's master brewer used single premium hops and a longer maturation process to create a full bodied, 5,3% lager beer. Singha Reserve has a distinctly rich flavor with hoppy and floral notes.

Operations

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

Advertising

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]

Singha is a title sponsor the Alfa Romeo Formula One team for the 2019 Formula One World Championship Season.

References
  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 June 2018.
  4. Maierbrugger, Arno (14 February 2013). "Singha starts roll-out in Asia and Europe". Investvine. Retrieved 1 September 2018.
  5. "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. . Retrieved 24. October 2018
  13. Singha sponsor the U's. Retrieved 20. June 2018
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