Owing to the continual growth in Thailand's premium beer segment, the country's second-largest brewer, Chang, has strengthened its market position as it launches its unpasteurised beer in an innovative screw-top aluminium bottle.
Image Source: https://x.com/jitTang5/ (Credit: สาธุ ทานตะวันของคุณชา)
This launch, the result of a strategic collaboration with Thai Beverage Can Co. Ltd., marks the debut of Thailand's first-ever screw-top aluminium bottle in the beverage industry.
The innovative packaging offers advantages like reusability, contents' temperature stability as compared to conventional cans, and a 100 per cent recyclablility.
Speaking at a recent press conference, Songwit Sritham, ThaiBev's first vice president and chief of its beer business, emphasised that this grab-and-go unpasteurised beer aligns with the growing demand for premium beverages in the 40-billion-baht market.
"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," he stated.
Produced at the Wang Noi manufacturing facility in Ayutthaya province, the beer enters a thriving market valued at 200 billion baht (approximately USD 5.6 billion and INR 468 billion), with the premium segment experiencing over 30 per cent growth. Despite being the second-largest brewery, Chang claims to have surpassed competitors in brand and sales during the ongoing year.
The launch aligns with Chang's undeterred focus on innovation and sustainability, manifested by initiatives such as the Chang Green Project, which promotes waste segregation at events to drive environmental accountability.
"At present, we have no plans to export due to logistical challenges and the product's short shelf life," Songwit added along with saying that exports could be considered if viable solutions are found to maintain product quality and manage costs.
Beginning December 19, the 500ml beer will be rolled out across 7-Eleven stores nationwide, priced at 89 Baht (approximately USD 3 or INR 221). Leveraging 7-Eleven's extensive cold-chain distribution network, the partnership is anticipated to enhance product accessibility significantly. To drive the launch, Chang has committed a marketing budget of 100 million Baht (approximately USD 2.8 million and INR 234 million ).
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