ThaiBev consolidates all beers into Chang Classic to shake up market

Corporate August 21, 2015 01:00

By Kwanchai Rungfapaisarn


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Thai Beverage (ThaiBev) has consolidated all its beers under the Chang Classic brand in line with its vision to become a "sustainable leader" in the beer and non-alcoholic beverages market in Asean by 2020.

"We are able to make a perfect liquid for consumers. So, we would like to contribute a single-minded focus actually on one single brand," Edmond Neo Kim Soon, chief executive officer for beer in Thailand at Chang International Co, said late Wednesday.

As part of the group’s 2020 vision presented by Thapana Sirivadhan-abhakdi, president and CEO of ThaiBev, to more than 2,000 Chang dealers on Wednesday evening on the occasion of the twentieth anniversary of Chang beer in Thailand, the company aims to increase Chang’s share of the local beer market from about 30 per cent to 45-50 per cent, making it the market leader.

The company has already given up the distribution of several beer products – Chang Light, Chang Export and Chang Draught.

The Chang Classic brand will be used for both the domestic market and export markets around the world.

"We have also launched the new look Chang Classic bottle, with a more elegant and very nice contour and good hand-feel. The new Chang Classic will be easy to drink with only a 5.5-degree alcohol level, down from 6 degrees previously.

"The new beer is in line with the company’s strategy to deliver products that meet customer needs," Soon said. The bottle’s colour has also been changed from amber to green to attract more premium and younger drinkers of 20-35 years of age, down from 25-44 previously. The new Chang Classic bottles come in two sizes – 320cc and 620cc – at prices of about Bt34-Bt37 and Bt53-Bt55, depending on the retail outlet.

Thailand’s beer market is looking to expand 3-4 per cent to about 18 million hectolitres this year after dropping sharply by about 5 per cent last year.

"We want to grow faster than the overall beer market in Thailand," he said, adding that the companyhas launched new marketing activities and have been able to increase market share substantially in the past six months. Our market share is as high as 30 per cent currently.

Thailand is one of the very important markets for Chang. The company will focus on various issues, including those involving image and products, to strengthen its core business.

"We have a significant presence in many markets in Asean, comprising Thailand, Myanmar, Singapore and Malaysia. We are launching our Chang beer in Cambodia and also looking at the rest of Asean," he said.

Vichate Tantiwanich, senior vice president for corporate affairs at ThaiBev, said the company was fully prepared to expand its presence in Asean. The company’s largest brewery in Kamphaeng Phet province is now running at only 50 per cent of capacity.