Tasting

Why does ice go into beer in Thailand? Because temperatures exceed 30°C on most days, and a beer in a glass turns lukewarm within minutes. The custom is called beer with ice: an ice bucket is placed on the table, and a few cubes go into the glass to keep the drink cold throughout.

That the beer gets diluted in the process is simply accepted. Anyone wanting to try a Singha neat drinks it from the chilled bottle, pouring small amounts into a glass. The flavour is then clearer: a touch of malt sweetness, a hint of hop spice, a dry finish. At eight to ten degrees, as cold as a fridge gets, the aroma retreats sharply, and carbonation becomes the dominant impression.

Pouring follows its own custom. Usually a large bottle is shared around the group, and whoever sits closest to the bottle tops everyone else up. People toast with Chok dee, roughly meaning good luck. The host refills the ice bucket once it's empty.

A legal framework also shapes how beer presents itself. The Alcohol Control Act of 2008 bans advertising that promotes brands of alcoholic drinks. Many producers get around this by advertising other products under the same name: Singha Soda and Chang drinking water carry the lion and the elephant into advertising.

Then there are the sales hours. In shops and supermarkets, sales are banned daily between 2pm and 5pm, and on major Buddhist holidays sales are partly suspended altogether. Since 2025, exceptions apply on these holidays for international airports, hotels and designated tourism zones.