Chang International Co, the marketer for Chang beer, plans to spend Bt 1 billion (US$29 million) to grow consumption of Chang Cold Brew, its mass-premium beer, and strengthen its beer portfolio.
Lester Tan, the company’s Senior Vice President said that growing disposable income and the easing of the pandemic plus the continuous surge of tourists into Thailand have provided Chang with the right time and incentive to boost its beer business.
The marketing and promotional efforts will also help to drive brand differentiation for Chang Cold Brew within the Bt 25 billion (US$725 million) mass premium beer segment. It will also expand its consumer base and broaden drinking occasions via new products with innovative packaging. Thai consumers are no longer drinking beer at special occasions but also when chilling at home or with family/friends.
Chang Cold Brew also plans to launch its new packaging in 4th quarter 2023.
Launched in 2019, Chang Cold Brew was sold via limited channels namely modern trade and premium restaurants. The company plans to expand to traditional channels this year where more than 80% of all beer in the country is sold.
Lester is optimistic of the mass-premium beer segment which recorded an annual growth of 10%. He plans to boost sales of Chang Cold Brew to 15% of its overall Chang beer portfolio in 2023.
Thailand beer market is now worth Bt 200 billion (US$5.8 million), 95% of the pre-pandemic level recorded in 2019.
