Singha celebrations
Another week, another New Year. From 12-18 April it’s Thailand’s turn and Singha beer is helping the UK’s 1,200 Thai restaurants get the party started with a nationwide on-trade promotion.
In addition to a media partnership with Metro and the launch of a Facebook campaign, Singha will be supplying restaurants with New Year party kits. In a bid to drive further footfall, diners can take home free Singha glassware when they order a bottle of the Thai beer brand with a main course during the festive period.
The Molson Coors owned brand is hoping this activity will enable it to boost its performance within the booming restaurant beer category, whose volumes increased by 26% over the last year according to Nielsen, outperforming the total lager market.
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Molson Coors forecasts a further 10% rise in 2010, identifying particular opportunities for its Singha brand as consumers increasingly seek to recreate a more authentic experience by matching dishes with a drink of the same provenance.
Gabriel Savage, 06.04.2010
