Thailand: Boon Rawd Brewery is changing its name to Singha Corporation
Boon Rawd Brewery, Thailand's oldest brewery, has freshened up its image by changing its name to Singha Corporation, to cash in on the global reputation of its flagship lager, The Nation reported on February 24.
Piti Bhirombhakdi, advertising manager of Singha Corporation, said the change in moniker came after a survey showed that more people are aware of Singha beer than Boon Rawd, the name of the company since its inception in 1933. We think the word Singha is better known and should help support our products and our organisation's image as we prepare our company to become a leading beverage company, he said.
The privately held company produces extensive product lines and markets its products under the Singha, Leo, and Thai Beer brand names. Piti said that in the future, overseas clients should be aware that Singha products come from Thailand.
However, the company's hotel and golf course businesses will be kept under the Boon Rawd name. The renaming coincides with the company's planned launch of Singha Light, aimed at foreign markets. The company is preparing a Bt150-million marketing blitz.
Singha Light will be our flagship brand to penetrate foreign markets in response to consumer behaviour in the United States and Europe. It goes well with Thai food because its alcohol level is a bit higher than the local beers in Western countries, Piti said.
The company is preparing to test Singha Light overseas in London, Los Angeles, New York and Las Vegas before making final flavour adjustments prior to the official launch in April. Besides beer, the company produces other beverages, including soda water, bottled drinking water, bottled green tea and canned coffee.
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