Premium beer matched to Thai menus With Thai food now a staple of many pub menus, the brewer behind Thailand’s best selling beer is launching a concerted assault on the UK market.
Chang Beer will be imported directly from Thailand by Chang UK, a newly created company within the InterBev Group, owner of the brand.
The aim Is to grow Chang beyond the specialist Thai restaurant market, with pubs and bars that feature Thai dishes a clear target for growth for the brand.
Chang is being marketed as a premium five per cent ABV, with a strong emphasis on its suitability as a match for Oriental food flavours.While there are around 1,100 stand-alone Thai restaurants in the UK, mainly in the South East, pub operators such as the Orchid Group have embraced Thai food.
The group operates specialist Thai menus in its Dragon pubs, as well as featuring Thai food in other parts of the group. Fuller’s also offers Thai menus at some of its London pubs.
Chang is the Thai word for elephant, an animal that is revered in Thai religion, and the shape of the Chang branded glasses is based on the shape of an elephant’s foot.
The brand has in recent seasons been the sponsor of Everton football club, and has been available at its Goodison Park ground. However, this is motivated largely by the popularity of Premiership football in Thailand.
Roger Barrey, Interbev Group’s director of beer – international, says: “More and more people are discovering Thai cuisine as part of their travels and this has contributed to the increased interest in Thai food in the UK.
“With the launch of Chang we’re now giving them the opportunity to enjoy an authentic Thai beer which has a flavour profile which perfectly complements the combination of delicate, fragrant, spicy notes of Thai dishes.“
The growing number of pubs which are serving Thai food is clearly an important market for us.”A distribution agreement with cash & carry group Booker has just been agreed. Pubs interested in stocking Chang can also use the Find Chang web locator, using the link on the right.