Chang Takes on the 40-billion-baht Premium Beer Market, Introduces “Chang Unpasteurized Screw-top Aluminum Bottle”

Chang Takes on the 40-billion-baht Premium Beer MarketIntroduces “Chang Unpasteurized Screw-top Aluminum Bottle” at 7-Eleven Stores Nationwide, Also Featured at Chang’s Concerts and Music Festivals This Innovative Product Highlights Eco-friendly Packaging Paired with Ultimate Freshness From Unpasteurized Process

Chang, one of Thailand’s leading beer brands, is marking the second anniversary of “Chang Unpasteurized” by creating excitement in the 40-billion-baht premium beer market as 2024 comes to a close. Chang is introducing eco-friendly “Screw-top Aluminum Bottle” packaging, becoming the first-ever brand in Thailand to do so, in partnership with 7-Eleven. Chang will launch its nationwide distribution on December 19, offering the product at a price of 89 baht, giving both Thais and tourists the opportunity to enjoy its ultimate freshness through a unique unpasteurization process that bypasses heat treatment after bottling, preserving flavors and aromas of Chang Unpasteurized. The brand aims to boost sales to over 25 million bottles by 2025 while maintaining its commitment to the sustainable development goals of the company.

Mr. Songwit Sritham, CEO of Thailand Beer Business at Chang International Co., Ltd., said, “Chang Unpasteurized is a premium beer that continues to gain popularity among both Thai and international consumers, achieving nearly 300% growth compared to the same period last year. (based on data from Nielsen IQ (Thailand), from October 2023 to September 2024) The product has successfully tapped into the premiumization megatrend, appealing to sophisticated consumers who seek value-for-money products and new experiences, offering a unique taste to Thailand. According to data from Zocial Eye, collected from February 2024 to April 2024, over 98% of consumers appreciated the product’s taste freshness, while over 90% valued the premium champagne-style glass bottle. Additionally, more than 98% of consumers expressed an interest in expanded distribution channels beyond leading restaurants, pubs, bars, and hotels in Chiang Mai, Chiang Rai, and Bangkok, to improve accessibility for enjoying Chang Unpasteurized beyond just year-end celebrations. Restaurants have indicated interest in offering it as an option for consumers.

“Recognizing these market opportunities, Chang Unpasteurized is responding to the premiumization megatrend, while reinforcing Chang’s commitment to driving the company’s sustainable growth. The collaboration with Thai Beverage Can Co., Ltd. has resulted in the development of the innovative screw-top aluminum bottle, the first of its kind in Thailand. This packaging innovation enhances transportation and distribution convenience, ensuring the beer’s freshness is preserved until it reaches consumers. Chang Unpasteurized’s uniqueness lies in its unpasteurization process surpassing heat treatment after bottling, requiring meticulous quality control at every stage. In collaboration with 7-Eleven, which boasts a nationwide cold chain logistics system, Chang will introduce its screw-top aluminum bottles in every store location starting December 19. This partnership ensures that both Thai consumers and international tourists can easily access and enjoy the refreshing flavor of Chang Unpasteurized without worrying about the transportation or storage,” he said.

The Chang Unpasteurized Screw-top Aluminum Bottle is a sustainable choice, offering both recyclability and superior temperature control compared to standard cans. Every component of the aluminum used is 100% recyclable, minimizing environmental waste and aligning with sustainable packaging practices that promote efficient resource circulation. Furthermore, all three of Chang’s production plants prioritize environmentally friendly manufacturing processes and actively engage consumers in environmental preservation efforts. Initiatives such as the Chang Green project promote waste separation at various events nationwide, including concerts, music festivals, football matches, food festivals, and more. With over 50,000 events annually, including the notable Sustainability Expo – the largest sustainability event in the ASEAN region – Chang is demonstrating its commitment to environmental stewardship.

“As a leading brand committed to ongoing product innovation, we are confident that the Chang Unpasteurized Screw-top Aluminum Bottle, with its premium design and a fresh, fragrant, and smooth taste achieved by unpasteurization after bottling, will enhance the brand’s premium image,” said Mr. Sritham. “We also plan to expand distribution to additional modern retail outlets in the future, as well as concerts and music festivals sponsored by Chang. These efforts will strengthen our brand presence, promote product trials and awareness, and solidify our position as a sustainable leader in the Thai beer market. With a sales target of over 25 million bottles by 2025, this initiative will also significantly contribute to the company’s leadership in sustainable development,” he concluded.

Chang Unpasteurized is an innovative beer crafted to retain maximum freshness and aroma. This is achieved through a unique unpasteurization process, combined with advanced nitrogenation technology to create a long-lasting, thick, and creamy foam. The beer is delivered directly from the brewery using a cold chain logistics solution that maintains a temperature of below 4°C. Initially launched in late 2022 in Chiang Mai and Chiang Rai provinces, Chang Unpasteurized has since expanded to restaurants and hotels in Bangkok through ThaiBev. Now, the 500 ml Chang Unpasteurized Screw-top Aluminum Bottle is available nationwide for 89 baht at 7-Eleven, starting December 19.

According to data from Nielsen IQ (Thailand), from October 2023 to September 2024, the total Thai beer market was valued at 200 billion baht, reflecting growth of 5% compared to the same period in the previous year. Chang has shown a consistently growing market share, playing a significant role in driving the recovery of the mainstream market by more than 5%. Meanwhile, the premium beer market (Mass Premium) continues to exhibit substantial growth potential, driven by the premiumization trend. With a growth rate exceeding 30%, this segment is valued at over 40 billion baht, and Chang Unpasteurized has achieved an impressive sales growth rate of nearly 300%. Chang currently offers three premium beer products: Chang Cold Brew, Chang Espresso, and Chang Unpasteurized.