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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 via the Chang website www.changbeer.com
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