Thai Beverage (ThaiBev) has launched Thailand’s first unpasteurised beer as a premium beer to bring excitement to the market during the upcoming peak sales season for beer. Chang Unpasteurised offers a new fresh experience and is only available in Chiang Mai and Chiang Rai.
Chang Unpasteurised comes with 3 outstanding features:
- Brewing that bypasses heat treatment after the bottling process to ensure that consumers can sense and experience the unique aroma and freshness of its origins
- Brews the beer using an innovative nitrogenation process that ensures long-lasting, thick and creamy beer foam
- Cold chain logistics solution used to transport beer stored at less than 4 degrees Celsius, delivered directly from Kamphaeng Phet brewery to restaurants and hotels in Chiang Mai and Chiang Rai within 4-6 hours to maintain its original freshness and unique body and taste for consumers
Unpasteurised is an approach to premiumisation and a way to demonstrate freshness. ThaiBev is focusing on the HoReCa channel at the moment due to the need to ensure freshness.