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Chang is a Thai beer brand owned by the country’s largest beverage producer and distributor, Thai Beverage. The company, which has its own facilities in Thailand, China and Scotland, also claims to be the industry leader throughout Southeast Asia. ThaiBev has 133 subsidiaries, 18 distilleries, 3 breweries and 12 soft drink businesses. Products are represented in more than 90 countries, significant brands in the portfolio are Old Pulteney and Balblair whiskey, Kulov vodka, Archa beer.
Historical information
The first bottle of Chang rolled off the Thai Beverage production line in April 1994. After 11 months, the drink was officially introduced to the market and immediately gained popularity. In just 3 years, the brand captured over 50% of Thailand’s domestic beer market and peaked at 64% in 2003. However, by 2009 its share had dropped to 30%.
In 2015, the company celebrated the 20th anniversary of the brand and carried out its fundamental repositioning, investing heavily in packaging and marketing. ThaiBev has discontinued production of Chang Light, Chang Draft and Chang Export, replacing them with the single Chang Classic variety. Changes were made to the recipe: rice was included in the composition, bitterness was reduced, the alcohol content decreased by 20% – from the original 6,4% to 5,2%. The new product also received a new bottle in emerald green with an elongated neck. It is bottled in 620 and 320 ml bottles, 490 and 320 ml jars.
As a result, Chang Classic’s domestic market share rose to 2016% in 40. Today, Chang is the fastest growing beer brand in Thailand, with a production volume of 1,5 billion liters per year.
The brand has been the official sponsor of the Thailand national football team and many Premier League clubs for more than 10 years, and also oversees its own ThaiBev Football Academy. In 2018, in order to strengthen its position in the international market and increase brand awareness, the Chang beer brand entered into a multi-year global partnership with professional football club Leicester City from the UK.
Awards
Australian International Beer Awards, Балларет:
- 1998 – gold (Chang Beer) medal;
- 2007 – silver (Chang Light) medal;
- 2009 – bronze (Chang Draft) medal.
World Beer Championships, Chicago:
- 2008 – gold (Chang Light) medal;
- 2018 – silver (Chang Classic) medal;
- 2019 – silver (Chang Classic) medal.
Monde Selection, Brussels:
- 2008 – gold (Chang Light) medal;
- 2009 – Big gold (Chang Classic) medal;
- 2013 – gold (Chang Draft) medal.
- 2014 – gold (Chang Classic) medal.
- 2018 – gold (Chang Classic) medal.
World Beers and Drinks Selection:
- 2010 – gold (Chang Beer) medal.
World Beer Awards, London:
- 2011 – victory in the category “Best premium lager in Asia”;
- 2017 – victory in the category “Best Thai Beer”.
Beverage Testing Institute:
- 2012, 2013 – silver (Chang Classic) medal.
The Beer Awards:
- 2017 – bronze (Chang Classic) medal.
New York International Beer Competition:
- 2015 – Silver (Chang Beer) medal and “Best Beer Producer in Thailand” award.
Thailand Social Awards:
- 2018 – награда Best Brand Performance.
Types of Chang beer
Chang Classic, 5,2%
A beer with a “clean” hay-malt flavor typical of pale lagers. The barley selected for Chang is low in protein to give the drink a golden-clear color. The bouquet captures a slight sulphurousness, floral-herbaceous and honey tones. The body is medium-full, the flavor is accentuated by malty sweetness, and the hop bitterness becomes more pronounced in the aftertaste. The word “Chang” is translated from Thai as “elephant” – in Thailand, this giant is revered as a sacred animal. The label is decorated with the image of two white elephants standing under a golden palm tree.
Chang Draught, 5%
The style of the drink is close to American lagers with grain additives. It is poured in a straw-yellow color, in a glass it forms a plentiful foam of medium persistence. The bouquet is made up of tones of malt, meadow herbs, lemon peel. The taste is refreshing, with a slight hint of hops. It will make a harmonious gastronomic pair with seafood or Asian dishes. Best of all, it reveals its taste qualities at a serving temperature of 4-8 °C.
Chang Light, 4,2%
American pale lager is a crystal clear straw color with a low head of white foam. It has a malty aroma, complemented by tones of corn syrup, rice crisps, toasted toast. The taste demonstrates a good balance of sweetness and hop bitterness, pleases with a variety of shades: crackers, croutons, milk caramel. Drinkable beer, which is pleasant to wash down with spicy Thai dishes – tom yum soup or green papaya salad.
