Chang’s New Look

Photo Credit: Joe Russo Photography

Chang Beer, the iconic Thai lager, in the year of its 20th anniversary revolutionized its packaging. Gone are the familiar brown
bottles, which are being replaced by a stunning, new emerald gree
n design. The move has been undertaken to bring the packaging in line with Chang Beer’s premium positioning in international markets. The bottle launch in the U.S. also signifies a prelude to several upcoming marketing initiatives that is set to further engage American consumers

“This is a monumental moment for Chang Beer as we have never changed our bottle design until now,” Sarunee Suthikulpanit, Marketing Manager for Chang Beer USA, said in a press release. “We all strongly feel that our new packaging will encourage more consumers to discover what makes our award-winning beer so special.”

I was invited and attended the event briefly.The new bottles have a much more distinctive shape. Combined with the green color,
this creates a more modern, premium and refreshing drinking experience. I’m not going to lie, I do prefer the taste of the old bottle better, but the new bottle is definitely an upgrade.

Photo Credit: Joe Russo Photography

The food at the event was provided by NYC’s ViV, which was delicious and complemented the beer. I didn’t get to stay for the presentation, but it looks like there are tons of events and activations that Chang Beer will launch this upcoming fall, from a social media contest to a food festival.