September 15, 2004

SINGHA DELIVERS NEW GRAPHICS
AND PACKAGING WITH INTRO OF
11.2-OUNCE BOTTLE, 12-PACKS

REDWOOD CITY, Calif…Singha is introducing the popular long neck 11.2-oz bottles and putting them in the hands of beer lovers who prefer the traditional European bottle shape for their import beer. Along with the new bottle, the packaging is getting a new look as Singha expands its 6-pack success to 12-packs.

"Our consumers and retailers prefer the 11.2-oz traditional bottle shape," said Palit Bhirom-Bhakdi, managing director of Boon Rawd Trading International Co., Ltd., a subsidiary of Boon Rawd Brewery Co., Ltd., makers of Singha. "This size and shape Singha bottle opens up new distribution opportunities while automatically increasing our volume. This bottle change, along with our new 12 packs and increasing consumer retail sales will push Singha into double-digit growth."

The new graphics for the 6-packs and 12-packs will continue with Singha’s traditional colors of gold and black and now features Thai silk in a flowing spiral shape as the key visual. “Silk has long been a unique symbol of Thailand, representing the grace that permeates the Thai culture,” said Bhirom-Bhakdi. "The striking visual impact of the gold silk distinctly represents Singha beer’s smooth taste and unique character that millions of beer drinkers have to come appreciate around the globe. And it is visually impactful even in a grocer’s cooler."