Chang focuses on the mass-premium beer market

Chang beer’s mother or father company, Chang International Co., is eyeing the mass-premium beer market to broaden its catalogue and income. The company announced plans to speculate 1 billion baht to develop its beer business and strengthen its portfolio with Chang Cold Brew.
With the pandemic easing, the financial system coming back, and tourism blooming, individuals are spending extra on booze. Chang is putting whereas the iron is sizzling and pushing Chang Cold Brew.
Chang Cold Brew, its beer in the mass-premium category, was launched to the market in 2019 and garnered a favourable reception from its prospects. Despite being predominantly out there in upscale restaurants and trendy commerce retailers, the company intends to increase its customer reach by concentrating on distributing Chang Cold Brew through typical trade channels.
The goal of the company is to ascertain a distinctive brand id for Chang Cold Brew. The mass-premium beer market in Thailand is value 25 billion baht, about 12.5% of the overall beer market. They aim to broaden their shopper base and encourage more drinking occasions by launching new products with ingenious packaging.
Lester Tan, the senior vice chairman and head of the beer enterprise, said that the marketing budget will prioritise conventional commerce methods, channels, and innovation. The company appears to be recognizing that people are ingesting on extra than just special events. Save said…
“This can be a nod towards the increasing trend in various consuming events; not only are shoppers drinking at special celebratory events but also when spending time to chill out or share good times collectively.”
The thrilling new packaging is anticipated to be launched within the fourth quarter of 2023. Chang Cold Brew also goals to promote its product via music concerts throughout the year in Thailand and overseas.
Chang Cold Brew goals to extend its gross sales contribution to 15% of the general Chang beer portfolio this yr. The mass-premium beer segment had sturdy development potential in 2022, with a market value of 25 billion baht and an annual progress price of 10%.
According to Tan, 80% of all beer is bought by way of traditional commerce channels and the rest is by way of trendy commerce channels. So the company plans to focus on traditional trade channels and innovation to widen its shopper base..

Leave a Comment