Manager of the Daily 360- “Chang” goes to war, wakes up the $200 billion beer market. With innovative production and special transport If you want to drink, you must come to Chiang Mai and Chiang Rai only during this period.
Mr. Lester Tan Executive Vice President The senior executive of the Thai beer business, Chang International Co., Ltd., has revealed that the beer market is worth 200 billion baht, or about 2,000 million liters a year, over the past 2 years the market has dropped to about 1,900 million liters because restaurants, pubs, bars are not closed events not allowed Only consumers are left to buy and drink only at home.
At the same time, the beer market in Thailand is relatively stable. nothing new There are no new innovations you can rely on to create color. and Attracting Consumers In Circumstances Where Consumers Have More Options As a result, he turned his attention to other types of drinks instead. Especially the new generation that is considered the main target group and preferred to try something new
playing the elephant Over the years, innovations have continued to enter the beer market, such as Chang Cold Brew in 2019 and Chang Espresso Lager in 2021, the latest one at the end of 2022. This one is ready to launch of the “Chang Unpasteurized” or beer brewed without heat. to maintain the fragrance and freshness Focusing on premium new generation markets in the form of draft beer Initially, it was only sold in 2 provinces: Chiang Rai and Chiang Mai. For “Chang Unpasteurized”, it was produced with 3 main factors: 1. Not pasteurized. production process without heat To maintain the unique fragrance and freshness 2.Nitrogination Produced by the nitrogen process to create fine and soft bubble molecules and 3.Cold Chain, a special cold chain transport to maintain the freshness Therefore, the temperature must be controlled not to exceed 4 degrees Celsius during direct transportation from Kamphaeng Phet factory. Reach restaurants and hotels in Chiang Mai and Chiang Rai within 4-6 hours to keep freshness and taste.
In addition, “Chang Unpasteurized” also attaches importance to quality control in all dimensions. Including training of care and storage employees. Design of refrigerators and beer equipment for restaurants and hotels. To preserve the quality of “Chang Unpasteurized” beer to stay fresh, a 1.5-liter champagne-shaped premium green bottle costs 500 baht.
Lester added that he is confident that “Chang Unpasteurized” will strengthen its presence in the premium market. It satisfies the needs of the new generation of consumers. selling first only in Chiang Mai and Chiang Rai provinces from November 28 onwards in sales channels, major restaurants and hotels, and “Chang Unpasteurized” is expected to become another highlight of Chiang Mai and Chiang Rai for drinkers and tourists . .