Elephant beer comes to UK

Thai beer, Chang, was officially launched into the UK market last week by Interbev Group, the international arm of Thai Beverage. This launch of the leading beer in the Thai market forms part of a global expansion strategy for the brand.

Chang, which means "elephant" in Thai, has previously been available on a limited basis in the UK via a number of routes, such as its sponsorship of Everton football club. The official launch and global expansion has been motivated by ThaiBev’s recent public listing in Singapore. Chang is produced at three breweries in Thailand, with a combined capacity of over 1.7 billion litres per year. The launch marks the creation of Chang UK, who will initially target Thai restaurants in the country, the majority of which are in the south east, as well as wholesalers and specialist Asian supermarkets.

There will be an initial focus on sales of the 330ml bottle format (with RRP of £1-£1.50 in the off-trade and £2.50-£3.00 in the on-trade).

© db Clinton Cawood, 24 October 2007