Daily Manager 360 – “Chang” goes to war, wakes up the 200-billion-dollar beer market. With innovative production and special transport If you want to drink, you only have to come to Chiang Mai and Chiang Rai during this period.
Mr. Lester Tan Executive Vice President The chief executive of the Thai beer business, Chang International Co., Ltd., revealed that the beer market is worth 200 billion baht, or about 2,000 million liters per year, in the past 2 years, the market has dropped to around 1,900 million liters because restaurants, pubs, bars are not closed, events are not allowed Only consumers are left to buy and drink at home only.
At the same time, the beer market in Thailand is relatively stable. Nothing new There are no new developments to rely on to create colors. and attract consumers Under circumstances where consumers have more options As a result, he turned his attention to other types of drinks instead. Especially the new generation which is considered as the main favorite target group and try something new
in the elephant’s part Over the years, innovations have continued to enter the beer market, such as Chang Cold Brew in 2019 and Chang Espresso Lager in 2021, most recently at the end of 2022. This is ready to launch ” Chang Unpasteurized” or beer that is brewed without heat. to maintain the fragrance and freshness Focusing on new generation premium markets in the form of draft beer Initially, it was only sold in 2 provinces: Chiang Rai and Chiang Mai only. For “Chang Unpasteurized”, it was produced under 3 main factors: 1. Not pasteurized. heat-free manufacturing process To maintain the unique fragrance and freshness 2. Nitrogination Produced by Nitrogination process to make fine and soft bubble molecules and 3.Cold Chain, a special Cold Chain transport to maintain freshness Therefore, the temperature must be controlled not to be more than 4 degrees Celsius throughout the direct transport from the Kamphaeng Phet factory. Arrive at restaurants and hotels in Chiang Mai and Chiang Rai within 4 – 6 hours to maintain freshness and taste.
In addition, “Chang Unpasteurized” also emphasizes quality control in all dimensions. Including training of workers involved in care and storage Design of refrigerators and beer serving equipment for restaurants and hotels. To preserve the quality of “Chang Unpasteurized” beer to stay fresh, a premium green 1.5-liter champagne-shaped bottle costs 500 baht.
Mr Lester added that he was confident that “Chang Unpasteurized” would strengthen its presence in the premium market. Meeting the needs of the new generation of consumers. by selling only in the provinces of Chiang Mai and Chiang Rai first from 28 November in leading sales channels, restaurants and hotels, and “Chang Unpasteurized” is expected to become another highlight of both Chiang Mai and Chiang Rai for drinkers and tourists.