Chang (beer)

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Beer brand logo

Chang ( Thai เบียร์ ช้าง , pronunciation: [bīːa tɕʰáːŋ] ) is a beer brand from Thailand . Chang is Thai for elephant , a culturally and historically very important animal in Thailand. The elephant can be found on the logography . Two elephants meeting each other are shown.

Chang Brewery in Kamphaeng Phet Province

Chang beer is sold in Thailand by Thai Beverage Plc. produced in three breweries according to international standards: one in the district of Bang Ban in Ayutthaya province , which belongs to the Beer Thip Brewery (1991) Company Limited; one is in the district of Khlong Khlung the province of Kamphaeng Phet , belonging to the Beer Thai (1991) Public Company Limited; the third is in the Wang Noi district, also in Ayutthaya Province, and belongs to Cosmos Brewery (Thailand) Ltd.

history

Chang Classic Beer until 2015

The production of alcoholic beverages was regulated and monitored by the state in Thailand. In 1990 the Thai entrepreneur Charoen Sirivadhanabhakdi ran eleven "Thai whiskey" distilleries and managed all twelve state-owned distilleries. In 1991 the market for alcoholic beverages was liberalized.

In the early 1990s, the Danish beer company Carlsberg wanted to enter the Thai market. Sirivadhanabhakdi suggested setting up a joint venture with him as a partner . The Carlsberg Brewery (Thailand) Company Limited was founded. The brewing started in 1993 in Wang Noi near Ayutthaya . Sales benefited from Sirivadhanabhakdi's customer network. Such was Carlsberg available in a short time in Thailand.

In 1994 Sirivadhanabhakdi had its own beer developed. The official sales start of the new Chang Beer was on March 2, 1995. It was brewed at Beer Thip Brewery Co Ltd in Bang Ban near Ayutthaya. For this purpose, Sirivadhanabhakdi had the Danish brewery company Danbrew Ltd. A / S create a new brewery. Sales increased rapidly and continuously. The brewery's production capacity was soon fully utilized. In November 1999, construction of another brewery began on an area of ​​2.56 km² in Kamphaeng Phet Province. The newly founded Beer Thai Pcl started in October 2001. with the beer production. In 2001, the brewery was certified according to ISO 9002 and 9001 for management and operating procedures, and 14001 for environmental standards.

Among the beers brewed in Thailand, Chang Beer achieved a market share of 57.96% by 1999 through aggressive marketing. The main competitor Singha fell to 34.81% and lost the position of the market leader. Since then Singha has been able to regain market share. Chang Beer leveled off at 49% by 2005.

Since sales of Carlsberg beer with a market share of only 1.66% (1999) were far below expectations, Carlsberg declared the joint venture to have failed in 2003 and withdrew from the Thai market. Sirivadhanabhakdi filed a lawsuit. Carlsberg was fined to pay his former partner $ 120 million.

In 2003 Sirivadhanabhakdi founded the Thai Beverage Public Company Limited (ThaiBev for short). The beer breweries, spirits distilleries, businesses for non-alcoholic beverages and food were incorporated into these.

To promote interest in the market, Chang developed new types of beer. In addition to the traditional Chang Beer lager, the following Chang beers were available until 2015:

  • Chang Beer (since 1995), with 5.0% alcohol content
  • Chang Classic (from 2009), with 6.4% alcohol content
  • Chang Draft (Draft) (from 2009), with 5.0% alcohol content
  • Chang Light (from 2009), with 4.2% alcohol
  • Chang Export (from 2011), with 5.0% alcohol content

20 years of Chang beer

The new Chang Classic Beer since 2015

In 2015, Thai Beverage celebrated the 20th anniversary of Chang beer. To mark the occasion, the Chang Classic beer has been redesigned. With a changed aroma due to the addition of rice and a reduced alcohol content, it is bottled in a newly designed, emerald green bottle. Only the name Chang Classic Beer remained. In order to be able to appear more on the market with the new beer, the remaining Chang beers have been removed from the range.

Chang beer since 2015:

  • Chang Classic Beer, with (in Thailand) 5.0% alcohol.

Depending on the market, the alcohol content varies between 5.0 and 5.5%.

Awards

  • At the Australian International Beer Awards (AIBA), Chang Beer achieved a gold medal in 1998
  • At the World Beer Championships in 2008, Chang Beer achieved a gold medal
  • Chang Classic Beer was awarded a gold medal at the Monde Selection 2018 in Valencia (Spain)

Sponsorship

Web links

References and comments

  1. ^ Website of Thai Beverage Plc. . Accessed October 6, 2017
  2. ↑ World Academy of Science, Engineering and Technology 43 2008 A Study of the Beer Market Leader, Challengers and Niche Strategies. Retrieved October 6, 2017
  3. ↑ Survey by the research company Global Data Plc
  4. ↑ Thai whiskey tycoon Charoen takes over Fraser and Neave BBC News, February 3, 2013. Retrieved October 6, 2017
  5. ^ ThaiBev 20th Anniversary of Chang Beer , Retrieved October 6, 2017
  6. ^ The Nation ThaiBev consolidates all beers into Chang Classic. August 21, 2015 Retrieved October 6, 2017
  7. ↑ 1998 Gold for Chang Beer ThaiBev Corporate Profile. Retrieved October 6, 2017
  8. ↑ 2008 Gold for Chang Beer . ThaiBev Awards. Retrieved October 6, 2017
  9. ↑ 2018 Gold for Chang Classic Beer . International Quality Institute, Brussels. Retrieved June 6, 2018
  10. ↑ ThaiBev Corporate Profile 2015 , Retrieved October 6, 2017