Marketing / Chang Unpasteurized

Editorial team

New Beer Launch

Chang shakes up the premium beer market with the launch of “Chang Unpasteurized,” Thailand’s first-ever unpasteurized beer.

Thai Beverage (ThaiBev), the Singapore-listed food and beverage firm, launched Chang Unpasteurized early this week and the new premium beer is available only at restaurants, hangouts, and leading hotels in Chiang Mai and Chiang Rai, considered as a strong base for Chang beer drinkers.

Chang Unpasteurized is a beer never seen in Thailand before. It features three distinct attributes: 1. brewing that bypasses the heat treating after the bottling process to ensure that consumers can sense and experience the unique aroma and freshness of its origins, 2. brewing with innovative nitrogenation process that ensures long-lasting, thick, and creamy beer foam; and 3. cold chain logistics solution used to transport beer stored at less than 4°C, delivered directly from Kamphaeng Phet brewery to restaurants and hotels in Chiang Mai and Chiang Rai within 4 to 6 hours to maintain its original freshness and unique body and taste for consumers.

Lester Tan, the company's senior vice-president and chief of its beer business in Thailand, said the company has paid special attention to every small detail during each stage of the brewing process, ranging from the meticulous selection of raw materials to a production system in the factory that has achieved certifications including ISO 9001:2015 – Quality Management System and FSSC 20200 – Food Safety System.

The company also use aseptic processing along with world-class technologies to ensure efficiency in every step of production, with rigorous product quality inspections from the beginning to bottling to ensure it meets the highest quality standards. Each step of the process is under the surveillance of a professional brewmaster who has over 25 years of experience and is a graduate of professional brewing courses at world-leading institutions in several countries.

Its launch is also aimed at energizing the beer market by providing a beer choice to drinkers. Currently, Thai beer market is quite still because it has nothing new in the market and no innovative product to be launched. The firm believes its launch will help attract drinkers’ attention, especially young generation, amid beverage market flooded with different brands in choice.

According to AC Nielsen (Jan – Oct, 2022) shows Thailand beer market is valued at 110 billion baht with 8% growth rate from previous year, contributed from the country’s opening and relaxation of Covid control measures.