US: Chang Beer launches in US
Chang Beer, the top-selling beer brand in Thailand, is being launched in the US by International Beverage Holdings USA.
The newly-created US company, part of ThaiBev which owns the Chang brand, is to be the exclusive importer of Chang and is supporting the US introduction of the super-premium brand with a marketing campaign for both the on- and off-trade. The company said it would be focusing on the growing number of more than 5,000 US restaurants that serve Thai and Asian Fusion cuisine.
"Chang is an extremely smooth, crisp and full-bodied premium 100% malt lager that is delicious, and the perfect accompaniment to flavourful Asian cuisine," said John Lennon, president of IBHL USA. "We already have commitments from many restaurants in our key markets and expect Chang to be a top-seller in these establishments and in many more as we roll out Chang across the US."
In the US, the Chang brand will be available in two bottle sizes, 6-packs of 330 ml (11.2 oz.) bottles and 640 ml. (22 oz.) bottles. Promotional and premium materials will include coasters, menu cards and table tents, IBHL USA said.
IBHL USA is one of five global regional offices of International Beverage Holdings, which has been established as ThaiBev's international arm.
Sectors: Beer & cider
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