Chang’s New Look
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.
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.