Beer/Chang beer

Editorial staff

Thailand’s 40-billion-baht premium beer market is intensifying when Chang, one of Thailand’s leading beer brands, launched “Chang Unpasteurized beer” at 7-Eleven stores nationwide.

Songwit Sritham, chief executive officer of Thailand beer business at Chang International Co, said that Chang Unpasteurized beer in eco-friendly “screw-top aluminum bottle” packaging was available at selected 7-Eleven stores in Bangkok since Dec 12, 2024 and is expected to cover about 10,000 stores nationwide on Dec 19.

Chang Unpasteurized in the premium champagne-style glass bottle was firstly introduced late 2022 at pups and restaurants in Chiang Mai and Chiangrai to cash in on the premiumization megatrend, appealing to sophisticated consumers who seek value-for-money products and new experiences, offering a unique taste to Thailand.

Songwit Sritham

After launching, it continuously 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) .

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.

Therefore,bChang Unpasteurized beer was launched with eco-friendly “screw-top aluminum bottle” packaging, which every component of the aluminum used is 100% recyclable, minimizing environmental waste and aligning with sustainable packaging practices.

Chang Unpasteurized screw-top aluminum bottle is produced by Chang’s production plant in Kamphaengphet. Its price is set at 89 baht per bottle.The company plans to spend 100 million baht on marketing budget to promote this new beer , aiming to sell over 25 million bottles by 2025.

“As a leading brand committed to ongoing product innovation, we are confident that the Chang Unpasteurized screw-top aluminum bottle, with its premium design , will enhance the brand’s premium image,” Mr. Songwit said.

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. Chang currently offers three premium beer products: Chang Cold Brew, Chang Espresso, and Chang Unpasteurized.

Beer market in Thailand is divided into 4 segments including 5% economy beer, 60-70% main stream segment, 20% premium beer segment and the remaining is imported beer.