UK: Molson Coors to distribute Singha beer

Molson Coors has signed a deal to distribute Singha beer in the UK, as the brewer looks to expand its presence in "ethnic" restaurants.

Molson said today (22 July) that it will be the exclusive distibutor of Singha in the UK, after signing a five-year deal with brand owner Boon Rawd Trading International (BRTI).

Singha, which has been brewed under Royal licence by the Bhirom-Bhakdi family in Thailand since 1933, is available in 95% of the Thai restaurants across the UK, as well as in multiple retailers Tesco and Waitrose.

For Molson, the deal marks another step in its strategy to develop a portfolio of world beers for the UK's "ethnic cuisine" market. The brewer recently rescued Cobra beer, which has strong distribution in Indian restaurants, from administration and also distributes Mexican beer brand Sol in the UK.

"20% of the population eats ethnic food on a regular basis and has a high interest in authenticity," said David Preston, director of marketing for portfolio brands and innovation at Molson Coors.  

"The total "ethnic cuisine" [market] has a retail value estimated at over GBP1.3bn in 2008, projected to increase to over GBP1.5bn by 2013," he said, adding that around 750,000 people visit Thailand from the UK every year.

Singha will continue to be imported from Bangkok, Thailand and will not be brewed in the UK, in order to protect its authenticity, Molson said. 

Singha has been distributed for 30 years in the UK by Entbe. Theera Vongpatanasin, managing director of BRTI, said:  "Molson Coors' excellent reputation and experience in building brands makes them an ideal partner in the natural evolution of Singha Beer."

The deal with Molson begins on 27 July.