ThaiBev launches premium mineral water under Chang brand

The company will concentrate on promoting Chang Mineral Water initially in the Thai market as well as looking for possibilities in selling it in other Asean countries.
Chang’s product portfolio now consists of beer, drinking water and soda water.
The launch of Chang Mineral Water is aimed at enhancing the premium image of the Chang brand. The move is also in line with the company’s vision of meeting all the beverage needs of its consumers. 
The new Chang product is positioned in the premium mineral-water segment. It is priced at Bt10 for a 460-millilitre bottle.
The company wants to become one of the top three players in Thailand’s bottled-mineral-water market within two years. This market was worth Bt3.8 billion in total sales value last year, up from Bt3.4 billion posted in 2015.
Currently, the market is controlled by only a few players. The leader now controls about half of the market, while the second player has a market share of about 30 per cent and the third 20 per cent.
Edmond Neo Kim Soon, chief executive of Chang International, said the mineral-water market continued to grow globally as individual consumers were becoming more and more health conscious, and when they look for a beverage to rehydrate and refresh themselves, they look for one that is healthy, too.
“To be in line with this trend, the Thai market for mineral water was sized at Bt3.8 billion last year and has been growing continuously, according to ACNielsen,” he said. 
He added that Chang had a vision to be the beverage producer and distributor that meets all the needs of consumers.
During its soft launch in March, Chang Mineral Water was available exclusively in 7-Eleven stores nationwide. The market response was favourable both in terms of sales and online consumer feedback.
 Its distribution will hereafter expand to leading hotels and premium restaurants nationwide.
“Our marketing communication will be aimed primarily at millennials, focusing on differentiation of Chang Mineral Water with the release of a new commercial titled ‘Greatness Takes Time’,” Kim said.
“Inspired by a life-long journey of friendship, it recounts good things accumulated and the friendship born from them over time, akin to Chang Mineral Water that contains beneficial minerals accumulated in the natural aquifer in Ayutthaya province for 1.6 million years. 
“The new commercial was released exclusively on online channels in May,” he said.