Shepherd Neame, the owner of 323 pubs across the south-east, has entered into a partnership with a subsidiary of Boon Rawd Brewery to become the sole UK distributor of Singha.
Both Shepherd Neame and Boon Rawd – Thailand’s oldest brewer – have both been recognised by royalty in their respective homelands.
Shepherd Neame was awarded a Royal Warrant from HRH the Prince of Wales in August 2014 while Boon Rawd has the honour of being allowed to display the official Thai emblem, the Garuda, and the words ‘By Royal Permission’ on its products, including Singha.
What’s more, the Thai brewer also owns a 50% stake in Jupiter Hotels – the operator of 31 UK hotels under the Mercure and Holiday Inn brands.
Opening distribution channels
Discussing the partnership with Boon Rawd Trading International Company Limited, Shepherd Neame chief executive Jonathan Neame explained: “We’re delighted to partner with Boon Rawd Brewery and look forward to raising the profile and distribution of Singha as an exceptional world lager throughout the UK.”
Boon Rawd managing director ML Chandchutha Chandratat added: “We look forward to developing a long-term relationship with Shepherd Neame to increase Singha’s brand appeal and distribution channels in the UK.”
“Both companies are long-standing family businesses with similar cultures, so it made great sense to form this partnership.”
Growth of Asian beer brands
Shepherd Neame’s announcement follows Marston’s On-Trade Beer Report 2019-2020 revealing that world lager is among the fastest growing beer categories as well as high-profile deals involving Asahi and Kirin earlier this year.
What’s more, Brand Finance’s annual report on the world’s most valuable beer brands revealed that despite AB InBev continuing to dominate the list with 11 of the world’s 25 most valuable beers – the five brands with the biggest value change over the past 12 months were all from Asia.
Hong Kong-based Snow saw its value soar by 51.8%, with China-based Tsingtao and Harbin witnessing 48.9% and 46.4% respective changes in value.
In addition, Japanese brands Kirin and Sapporo saw values spike by 45.4% and 31.6% respectively with Thailand’s Chang increasing in value by 27.8% in the past year.