Molson Coors is extending its world beer portfolio with exclusive distribution for Singha beer in the UK.
David Preston, director of marketing for portfolio brands and innovation at Molson Coors, said: “Singha is a distinctive, above premium brand with a compelling history and provenance.
“It has positive, adventurous associations with the Far East and is enjoyed by more than 750,000 UK visitors to Thailand every year.
“For our customers its positioning as an authentic brand offers an opportunity to build their retail offer around high value, growing, Thai, Japanese and Asian Far Eastern food occasions as well as becoming part of a valuable World Beer segment."
First imported into the UK from Thailand in the late 1970’s, the 5% abv lager has key listings in Tesco and Waitrose.
A spokeswoman said: “Singha will continue to be imported from Bangkok and will join the Molson Coors portfolio, building a range of authentic beers that are great with food from around the world, including Sol and Cobra.”
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.
“After 30 years of fruitful partnership with Entbe, we are looking forward to working with Molson Coors to develop the full potential of Singha Beer in the UK, creating authentic, sociable experiences for which the brand is synonymous.”
The five-year trading agreement with BRTI will start on July 27 and follows the recent announcement of Molson Coors' joint venture with Cobra beer.