By Cath Isabedra 

For over a quarter of a century, Chang Beer has been synonymous with Thai culture, weaving the fabric of local traditions into its brewing practices to create beers that resonate both locally and internationally.  

Raymond Poletti, Global Marketing Director, describes how Chang Beer’s brewing process reflects a deep-rooted Thai philosophy called Lamiat, emphasizing that “perfection lies within the details.”  

This philosophy not only shapes their brewing process but also reflects the broader cultural values of Thailand—respect, balance, and harmony. 

He elaborates, “The finest ingredients deserve the finest craftsmanship…every Chang Beer is brewed with Lamiat, and in every sip lies the taste of Thai perfection.” 

A spectrum of flavors: Innovating within tradition 

Chang Beer has diversified its portfolio to cater to various tastes while maintaining the core elements that define its brand. Each beer variant is crafted to uphold a unique product claim that aligns with both traditional methods and innovative approaches.  

For instance, Chang Cold Brew, crafted for their 25th anniversary, undergoes filtration at sub-zero temperatures, offering a smooth and refreshing taste that appeals to modern palates without straying from the all-malt recipe traditional to Thai brewing.  

The success of these innovations is underscored by international recognition, such as the multiple awards won by Chang Espresso Lager, which creatively incorporates a blend of coffee beans from across Southeast Asia. 

Brewing in a hot climate 

In the world of beer brewing, the local climate plays a pivotal role in defining the process and, ultimately, the taste of the beer. For Chang Beer, brewed in the heart of Southeast Asia, Thailand’s tropical climate poses distinct challenges that are not typically encountered in cooler, temperate regions.  

Thailand’s heat and humidity could potentially accelerate fermentation, affecting the beer’s stability and flavor profile. Chang has innovated specific adjustments within their brewing process to counteract these effects. Poletti highlights the strategic adaptations made to ensure product consistency, saying, “The sourcing of water from deep water wells into the aquifers or the duration of the fermentation process” is tailored specifically to combat the climatic challenges.  

Such modifications are essential for maintaining the beer’s characteristic taste, ensuring that Chang Beer does not just cope with the conditions but excels, offering a taste that is authentically and unmistakably Thai. These thoughtful adaptations underscore Chang’s commitment to quality and authenticity, navigating the tropical climate to deliver a beer that resonates with local and global audiences. 

Quality at scale 

As Chang Beer grows, maintaining the quality of its product is crucial. Poletti takes pride in the brewmasters’ expertise and the advanced technology at their facilities. Internationally trained brewmasters oversee the brewing, ensuring each batch meets rigorous standards.  

This commitment to quality is further supported by various international certifications that testify to their adherence to global standards in food safety, environmental management, and energy efficiency. These practices are essential in scaling production without compromising the integrity of the beer. 

Embracing sustainability and community 

For Chang Beer, their commitment to sustainability is not just about adhering to regulations or improving brand image—it’s a foundational element of their operational philosophy.  

Chang’s extensive sustainability efforts are driven by recognizing the brewing industry’s potential environmental impact, from water usage to energy consumption and waste production. To mitigate these impacts, Chang has adopted several innovative practices. They utilize solar panels and biomass boilers across their breweries, significantly reducing reliance on fossil fuels and lowering greenhouse gas emissions. These installations not only contribute to a substantial reduction in the company’s carbon footprint but also align with global sustainability goals. 

Furthermore, their comprehensive recycling programs ensure that all packaging materials are recyclable, promoting a circular economy. Poletti proudly points to these practices, noting, “All Chang Beer packaging is 100% recyclable. Chang was the first beer brand in Thailand with CFR Certification.”  

By doing so, Chang Beer demonstrates its commitment to maintaining the high quality of its products, supporting the community, and protecting the environment. These initiatives reflect Chang’s broader commitment to sustainability, ensuring their growth and success do not come at the planet’s expense. This proactive approach to sustainability illustrates how Chang Beer sets a benchmark for environmental responsibility in the brewing industry. 

Cultural ambassador: Chang Beer on the global stage 

Chang Beer sees itself as a cultural ambassador, introducing the world to Thai culture through its products. This role is taken seriously, especially as Chang Beer caters to an international audience that appreciates Thai cuisine alongside Chang Beer. Poletti’s assertion that Chang Beer complements the rich flavors of Thai food—sweet, sour, salty, and spicy—highlights how the beer is designed to enhance and elevate the dining experience, making it more than just a beverage but a part of the cultural exploration. 

“There is no better way to discover and appreciate the cuisine than with a Chang Beer.”