Thailand: ThaiBev celebrates 25th anniversary of its Chang beer with new Chang cold brew lager
Thai Beverage (ThaiBev) on November 7 celebrated the 25th anniversary of its popular Chang beer with an event at Bangkok’s Factoria restaurant and toasted its birthday with Chang cold brew lager, which is being produced especially for the silver jubilee, the Buriram Times reported.
Kosit Suksingha, the company’ chief executive for Beer Business Thailand and chief of the Supply Chain Management group, said the new product has been well received. “Its success is also a success in terms of promoting the relationship between our brand and consumers in line with our ‘Chang, Fulfilling Your Friendship’.”
Chang cold brew lager is made with 100-per-cent malt using the cold brew process – beer filtration under sub- zero temperature. The process produces a beer with that’s very different in taste and fragrance from other brews.
The highlight of the night was a talk by ThaiBev’s experienced brew master, who explained about the new product and showed how to best enjoy the drink from pouring to supping.
Last month, the company’s president and chief executive, Thapana Sirivadhanabhakdi said that ThaiBev will focus on raising business values, combining products to increase market capital and collaborating with global partners in innovative, healthy cannabis-based products as it looks towards 2025.
The Excise Department recently announced plans to raise the excise tax rate on zero-alcohol beer from 14 per cent as for soft drinks to an as yet undisclosed amount to discourage people from start drinking. However, the new tax rate will be lower than that for beers with an alcohol content.
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