Chang lager marks anniversary with updated packaging design

Thai lager brand Chang has marked its 21st anniversary by overhauling its packaging and introducing a new green and gold bottle design.

With sales growth doubling in the UK over the past five years, the new look has been phased in to bring the packaging in line with Chang’s premium positioning in international markets. The new bottles have a distinctive shape, which, the brand said, combine with the rich emerald green colour to create a modern, premium offering.

The bottle has also been “dramatically” reshaped for a tactile, multisensory drinking experience. The taller neck and elevated bottle shoulder create stature and a strong, iconic silhouette. The bottle waist has been adjusted for a better grip, and the embossing down the bottle side adds visual and tactile interest, Chang said.

Chang’s beer cans have also been updated with the new emerald green and gold colour scheme. Secondary packaging has similarly been modernised to complement the primary packaging and to give more on-shelf standout and impact, Chang said.

“The packaging update is being used as the basis for a global re-launch of the brand,” a spokesperson for the company said. “The bottles were first available in Thailand from November 2015, and are being rolled out around the world thereafter.

“Updated branding, signage, serve-ware and merchandising materials have also been created as part of the new SKU launch. Advertising featuring the new packaging will run alongside the launch to raise consumer and trade awareness.

“The new packaging will be available in the UK from May 2016.”