“Chang Cold Brew” is making a strong push to strengthen the mass-premium beer segment while simultaneously launching their roadmap for 2023 to continually drive brand differentiation
Lester Tan, Senior Vice President, Chief of Beer Business – Thailand, Chang International Co., Ltd., said, “In 2022, the mass-premium beer segment showed strong growth potential with a market value of 25 billion baht, and a high growth rate of 10%. Meanwhile, Chang Cold Brew is considered our driving force in this segment and has been incredibly successful as the ‘No. 1 top performing beer brand launched’ within the last 15 years.”
In 2023, Chang Cold Brew will continue organizing a long line up of activities and experiences in all forms, with a clear purpose of expanding our consumer base; attracting a new generation of consumers, both in Bangkok and urban cities nationwide, and to provide a memorable drinking experience for consumers. This is also a nod towards the increasing trend in diverse drinking occasions; not only are consumers drinking at special celebratory events, but also when spending time to chill out or sharing good times together.
To reinforce our push towards brand differentiation, we are committed to creating innovative and exceptional products in terms of the brewing process. Chang Cold Brew is the first and only beer brand in Thailand brewed with 100% malt through an extraordinary cold brew process and sub-zero filtration (filtration at below minus two degrees). This unique process produces a light-bodied, refreshing beer that is easy to drink with a malty aroma. We also prioritized product innovations in the form of new packaging. Recently, Chang Cold Brew’s packaging innovation for its five-liter keg was hugely successful and well-received in the market. This year, further product innovations are expected to be released in the fourth quarter of 2023.
Moving forward in 2023, we plan to invest more than one billion baht to accelerate and drive in Chang Cold Brew growth across channels to create a memorable drinking experience for consumers. Furthermore, Chang Cold Brew is planning both international and domestic music concerts throughout the year. The goal is to increase its contribution of the mass-premium beer to the total Chang portfolio segment to 15% this year.
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