Boon Rawd Appoints Pelican Brands As Exclusive U.S. Brand Manager for Singha Beer

    BANGKOK, THAILAND, CARMEL, IN, October 26, 2009 /24-7PressRelease/ -- Boon Rawd Trading International announced today that it has appointed Pelican Brands as the exclusive brand manager for Singha Beer in the U.S. market effective June 1, 2009. Singha is the #1 exported beer from Thailand. Pelican Brands is a brand management company dedicated to nurturing and building brands in the global beverage industry.

"The appointment of Pelican Brands represents a very important step for Singha in the U.S. market. We expect Pelican Brands to have an immediate impact on our brand distribution and to position Singha as a leading growth import for the coming years" Said Theera Vongpatanasin, Managing Director of Boon Rawd Trading International.

J. Smoke Wallin, Chairman of Pelican Brands said, "Singha is an incredible brand which deserves focused attention from distributors, retailers and national accounts. It has all the right characteristics which, when properly promoted, will drive excitement and ultimately, consumer demand, in the better beer market."

"The appointment of Singha to Pelican Brands is an exciting opportunity. Singha is THE beer we have grown up enjoying in Thai restaurants for decades," said Mark Smith, Pelican Brands Vice President of Marketing, a marketing veteran of the global beer industry. "Singha is an incredible beer - both its flavor profile and rich traditions capture the exotic and beautiful country of Thailand. This makes it well positioned to appeal broadly to the U.S. consumer well beyond the Thai channel. The growth of Asian fusion restaurants across the U.S. creates a compelling platform for the expansion of Singha."

Pelican Brands is dedicated to taking full advantage of the opportunities in the marketplace by providing its brands with the marketing support and senior level attention necessary to enhance the brand's market position, leverage industry relationships to expand its distribution and successfully launch line extensions and new products.

"We are excited by the opportunity the Singha brand presents," said Don C. Hammond, President of Pelican Brands. "Singha has been a strong brand in the U.S. for over 30 years and has had great success in select channels nationwide. Pelican Brands will be able to activate this brand with beer distributors across the nation." Mr. Hammond, who began his career with P&G and Gallo and has extensive experience running major beer wholesalers, continued "When we looked closely at the Singha footprint, we realized it was being distributed in all states, by some of the finest distributors in the industry. In many states, Singha is distributed through Anheuser-Busch Inbev, Miller-Coors, or wine and spirits networks, all of whom we know intimately."

About Boon Rawd
Boon Rawd Brewery, the first brewery in Thailand was set up over 70 years ago in 1933 by Boonrawd Srethaputra, who was later bestowed the aristocratic title of Phraya Bhirom Bhakdi by His Majesty King Prajadhipok (Rama VII). Singha Beer is still to this day brewed by the same Thai family and is considered part of the nation's heritage. In 1970 the beer was launched internationally and is now enjoyed in over 40 markets around the globe. It remains the Number One Thai beer in the US. www.singhabeer.com

About Pelican Brands
Pelican Brands was formed to nurture and build brands in the global beverage alcohol space. Pelican Brands' team and partners have extensive experience in the global beverage and consumer packaged goods industries. www.pelican-brands.com Pelican Brands is headquartered in Carmel, IN and offices in the United Kingdom with a sales team covering the U.S. market.

# # #