Thailand’s second-largest brewer, Chang, is shaking things up with its new unpasteurised beer, packaged in the country’s first screw-top aluminum bottle, developed in partnership with Thai Beverage Can Co Ltd.
The screw-top aluminum bottle is 100% recyclable, keeps the beer cooler than traditional cans, and can be reused for other beverages.
Chang’s unpasteurised beer, developed two years ago and sold in a glass bottle, was previously limited to hotels and restaurants as it required strict cold-chain storage and transportation.
Thailand’s beer market is going upmarket with NielsenIQ (Thailand)‘s data indicates sales of the premium plus beer segment increased by over 30% in the 12 months to September 2024 over the same period a year ago to THB 40 billion. Chang’s latest unpasteurised beer in a screw-top aluminum bottle with its premium image will ride growth in the premium beer segment. Thailand’s beer market in the 12 months to September 2024 grew 5% year-on-year to THB 200 billion.
In Thailand, the mainstream beer market priced at THB 55-60 accounts for 60-70% of the market, while premium beers priced above THB 60 account for around 20%. Chang beer currently offers three premium beer options: Cold Brew, Espresso, and Unpasteurised.
To expand its reach, Chang will utilize 7-Eleven’s nationwide cold transport system to distribute its new THB 89 beer across 10,000 branches by 19 December 2024. The company has allocated a significant THB 100 million for premium product marketing throughout 2025.
