Thailand: ThaiBev launches unpasteurised Chang beer targeting fast growing premium segment

Thailand’s second-largest brewer, Thai Beverage Company plc (ThaiBev), has launched its unpasteurised Chang beer in an innovative screw-top aluminium bottle targeting the country’s fast growing premium segment, Asia Brewers Network reported on December 20.

“As a leader in the beer market committed to continuous innovation, we are confident that the ‘Chang Unpasteurised Screw-cap Aluminium Bottle, with its novel design and delicious taste, will enhance Chang’s premium image,” said Songwit Sritham, ThaiBev’s first vice-president and chief of its beer business, at a recent press conference.

The new packaging overcomes several market challenges for the brewer that have constrained sales growth of its unpasteurised brew. Launched two years ago in a glass bottle, access to the beer was previously limited to only restaurants and hotels due to strict cold-chain storage requirements.

Even so, Chang’s unpasteurised beer has already demonstrated strong growth, with sales increasing nearly 300% compared to the previous year. The innovative packaging using Thailand’s first screw-top aluminium bottle provides a reusable container that not only keeps contents cooler than in traditional cans so overcoming supply chain problems, but is also 100% recyclable thus supporting the company’s sustainability objectives.

To meet the anticipated ramp-up in demand, from 19 December, the 500ml aluminium bottle will be available at 7-Eleven stores nationwide, priced at THB89 (US$2.57). The distribution partnership with 7-Eleven’s nationwide cold transport system should significantly increase accessibility. Chang has also allocated a THB100-million marketing budget to support the launch.

Thailand’s economy beer segment has declined over the past decade, as consumers shift towards more premium offerings with the segment experiencing rapid growth. The company has set an ambitious sales target of over 25 million bottles by 2025. At present, there are no plans to export due to logistical challenges and the product’s short shelf life, says Songwit, but it could become an option if viable solutions are found to maintain product quality and manage logistics costs.

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