This innovation is the result of a collaboration with Thai Beverage Can Co. Ltd. and marks the first-ever screw-top aluminium bottle in Thailand’s beverage industry.
The unpasteurised beer is brewed at Chang’s Wang Noi facility in Ayutthaya and comes at a time when Thailand’s premium beer market is booming, valued at around 200 billion baht (USD 5.6 billion). The premium beer segment is seeing growth of over 30%, and despite being the second-largest brewery in the country, Chang has surpassed its competitors in both brand recognition and sales this year.
This launch is part of Chang’s commitment to continuous innovation and sustainability. The company has also been active in its Chang Green Project, which focuses on waste management and environmental responsibility at events. The new packaging offers benefits such as reusability, better temperature control compared to traditional cans, and is 100% recyclable.
Starting December 19, the 500ml unpasteurised beer will be available in 7-Eleven stores nationwide for 89 Baht (about USD 3). The beer will be distributed through 7-Eleven’s cold-chain network, improving product accessibility. To promote this launch, Chang has allocated a marketing budget of 100 million Baht (around USD 2.8 million).
Although Chang has no immediate plans to export the product due to logistical challenges and the beer’s short shelf life, they may consider exporting if they can find cost-effective ways to maintain product quality.
