Thailand. Singha Beer to target London foodies with immersive Thai New Year experience

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Thai beer brand Singha is to host a two-day immersive dining experience in celebration of its home country’s new year, thanks to a tie-up with foodie group Shuttlecock Inc.

pic0318_thai_new_yearThe ‘Songkran’ event – a celebration of the traditional Thai New Year – will take place on 14 and 15 April at Shuttlecock’s dedicated dining space, Carousel, in London’s Marylebone.

Singha aims to transport participants to the city of Chiang Mai through food, drink, sights and sounds. Guests will be guided into an indoor bustling street market filled with pop-up food stalls, shops and bars, where they can sample three Thai dishes from the central, northern and southern regions.

Bottles of the brand’s beer will also be distributed among the crowd, with two free drinks provided to each ticketholder.

Visitors will then be taken along a recreation on the Ping River, where they can visit a floating market before creating and casting away a wish lantern. The evening will wrap with a traditional Thai music, dancing, a countdown to the new year and surprise installation inspired by the traditional Songkran sprinkling of water.

The brand, which is distributed in the UK by Molson Coors, is working with PR agency Eulogy to stage the experiential event.