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Singha Beer Sampling


Thousands of Toronto’s Festival of Beer fans enjoyed the authentic taste of Singha premium lager. Staff in brand character delivered key messages with strong drive to retail. Thousands of brand advocates won swag and shared their Singha spirit amongst friends.

“Something about seeing the lion symbol on the bottle brings me back to my incredible trip to Thailand”.

The Singha Symbol
Singha, a Thai mythical creature in the form of a Lion has been a part of Thai history and nation for as long as anyone can remember. In actuality, it is an animal regarded as King of the Jungle both in Thailand and many countries and cultures worldwide. Figuratively, it is the symbol of power, strength, courage, leadership, dignity, loyalty, perseverance, and endurance.

The Garuda and By Royal Permission
Boon Rawd Brewery became the official purveyor to the Royal Court of Thailand with the gracious appointment on 25 October 1939, and granted the use of the Kingdom’s Garuda as well as the words “By Royal Permission.”

The granting of the Garuda, the country’s and Royalty’s official emblem, is done rarely, usually given to institutions and companies that have been in service to the Royal Court for some time, upholding its quality of products and services for the Kingdom’s population, is of good standing financially, and without a tarnished name, being an organization that can positively represent the Kingdom worldwide. It is considered possibly the highest honour a company or organization to receive, which could also be taken away if the good standing slides below par. Thus, this grant also signifies the trustworthiness of the company or organization operation in the Kingdom of Thailand.