*chang* Lite

[jayenram]

I have been informed that the previously rumoured "Chang* lite is now on the market. Apparently it is marketed under the name of "archer" at an abv of 5%. Can anyone shed any further light?

[dr_Pat_Pong]

Jeeez Jay ... ole George worries that Chang ' heavy ' is a bit too light

[dutch]

Hi Jay,

We all expect you to be OUR "chang" oracle

did no one asked your opinion, before marketing a new "chang"?

[Tornado]

I have been informed that the previously rumoured "Chang* lite is now on the market. Apparently it is marketed under the name of "archer" at an abv of 5%. Can anyone shed any further light?

If that is the case Jay, you will be able to start at 10

[Richard Hall]

I have been informed that the previously rumoured "Chang* lite is now on the market. Apparently it is marketed under the name of "archer" at an abv of 5%. Can anyone shed any further light?

Yep, there was an article in the Post about it yesterday. The new brand will feature 5.4% in comparison to the 6.4% of the real thing. The designation of the newcomer is related to "horse" while we all know that "chang" stands for a bigger sized longer nosed beast. So no wonder the distinction in booze levels.

Chang is presently holding 70% of the Thai beer market and is now targeting at 80%. Guess, I better keep up my preference and support for the "lion" to avoid that horse and elephant eventually stampede into a monopoly. Am I the only one that rather lets the lion roar than the elephant trumpet?

[jayenram]

Paddy directed me to an article in the Nation:

Quote.

NEW PREMIUM LAGER: Chang goes the low-price road

Archa targets young office workers with ‘light’ beer The beer market is about to heat up further after Thai Beverage Marketing Co, a subsidiary of whisky tycoon Charoen Siriwadhanabhakdi’s empire, yesterday launched Archa Beer, which will use low prices to compete with premium and lighter ales. Archa (horse) beer has an alcohol content of 5.4 per cent, lower than Beer Chang, the flagship beer of Thai Beverage Marketing, which has 6.4 per cent. Archa will be priced at Bt35 per 640cc bottle and Bt20 per 330cc bottle, which matches Beer Chang. Archa will be produced at the group’s manufacturing centres in Ayutthya and Kamphaeng Phet, which both have a capacity of 500 million litres a year. Thanks to the addition of the beer to the group’s product range, Bt7 billion will be invested in expanding production capacity in Kamphaeng Phet to one billion litres a year sometime next year. Thapana Siriwadhanabhakdi, the company’s executive director, said Archa marketing would focus on the younger generation and white-collar professionals aged between 20 and 35. This slice of the population is thought to consume lighter beers that have a lower alcohol content than Beer Chang, and has growth opportunities associated with it as well. While the younger and professional set has also developed a taste for high-priced quality beers, this has not diminished the confidence of the marketers at Thai Beverage. “We believe that we have the experience to produce a quality beer that tastes like premium beer but offers reasonable prices to the customer,” Thapana said. He added that Archa would distribute in a market suitable to its target group. The company will spend up to Bt300 million on its marketing budget, and hopes to ex- pand its market share to 12 per cent of the overall Bt90-billion market. With prices reminiscent of Beer Chang, Thapana accepts that some Chang customers may change to Archa, but that any such move will be offset by its new product snatching market share from other brands – both in the premium market and from those focusing on the same market. The company expects its share of the beer market to increase to 80 per cent following the launch of Archa, he added. Beer Chang currently has about 70 per cent of the market, being the market leader amongst lower-and middle-income beer drinkers. Of the remaining 30 per cent, two-thirds is accounted for by Boon Rawd Brewery, which makes the Leo and Singha brands. The other 10 per cent is accounted for by premium beers such as Carlsberg and Heineken. Somluck Srimalee The Nation.

End quote.

NB: "Archa marketing would focus on the younger generation and white-collar professionals aged between 20 and 35." - so that lets george out!

[350torana]

Funny because at 5% a beer would be labelled full strength here in Oz a light beer is around 2 % or lighter.

I have have drunk on tap Chung(or fresh beer as the locals like to say) at a few buffet resturants and it doesn't seem as strong as the bottle .

Also remeber visiting 7-11s in Singapore where chung and singha is labelled as 5 %

Can't really see the idea of 'light beer' taking off here. Always thought its appeal was u could drink more light beer and still be under the limit to drive home, not relavant here in the kingdom

[penzman]

Archa will be produced at the group’s manufacturing centres in Ayutthya and Kamphaeng Phet, which both have a capacity of 500 million litres a year.

Now you know where the breweries are hidden . Selling the house and moving?

[Papatom]

What is the difference between drinking light beer and putting ice in regular beer?

[dr_Pat_Pong]

Paddy directed me to an article in the Nation:

Quote.

NEW PREMIUM LAGER: Chang goes the low-price road

Archa targets young office workers with ‘light’ beer The beer market is about to heat up further after Thai Beverage Marketing Co, a subsidiary of whisky tycoon Charoen Siriwadhanabhakdi’s empire, yesterday launched Archa Beer, which will use low prices to compete with premium and lighter ales. Archa (horse) beer has an alcohol content of 5.4 per cent, lower than Beer Chang, the flagship beer of Thai Beverage Marketing, which has 6.4 per cent. Archa will be priced at Bt35 per 640cc bottle and Bt20 per 330cc bottle, which matches Beer Chang. Archa will be produced at the group’s manufacturing centres in Ayutthya and Kamphaeng Phet, which both have a capacity of 500 million litres a year. Thanks to the addition of the beer to the group’s product range, Bt7 billion will be invested in expanding production capacity in Kamphaeng Phet to one billion litres a year sometime next year. Thapana Siriwadhanabhakdi, the company’s executive director, said Archa marketing would focus on the younger generation and white-collar professionals aged between 20 and 35. This slice of the population is thought to consume lighter beers that have a lower alcohol content than Beer Chang, and has growth opportunities associated with it as well. While the younger and professional set has also developed a taste for high-priced quality beers, this has not diminished the confidence of the marketers at Thai Beverage. “We believe that we have the experience to produce a quality beer that tastes like premium beer but offers reasonable prices to the customer,” Thapana said. He added that Archa would distribute in a market suitable to its target group. The company will spend up to Bt300 million on its marketing budget, and hopes to ex- pand its market share to 12 per cent of the overall Bt90-billion market. With prices reminiscent of Beer Chang, Thapana accepts that some Chang customers may change to Archa, but that any such move will be offset by its new product snatching market share from other brands – both in the premium market and from those focusing on the same market. The company expects its share of the beer market to increase to 80 per cent following the launch of Archa, he added. Beer Chang currently has about 70 per cent of the market, being the market leader amongst lower-and middle-income beer drinkers. Of the remaining 30 per cent, two-thirds is accounted for by Boon Rawd Brewery, which makes the Leo and Singha brands. The other 10 per cent is accounted for by premium beers such as Carlsberg and Heineken. Somluck Srimalee The Nation.

End quote.

NB: "Archa marketing would focus on the younger generation and white-collar professionals aged between 20 and 35." - so that lets george out!

I love the George reference Jaye. Loves a drop does our George. His lady friend calls him a peehead He'll always have a few when it's hot. Guess why he picked Thailand as his preferred place to live

[stroll]

What is the difference between drinking light beer and putting ice in regular beer?

The Chang lite will be a true light beer when you do the same.