Lamiat: The holistic pursuit of perfection

By Raymond Poletti, Assistant Marketing Director, Global Marketing

From the boardroom to the brewery, this centuries-old Thai philosophy is driving a beer brand to go beyond the ordinary

There’s no doubting the fact that, beyond the glittering temples, delectable cuisine and azure beaches, Thai culture is the main draw that attracts millions of travelers to the land of the smiles.

Omnipresent and felt the moment a traveler sets foot on Thai soil, Thailand’s deeply rooted culture and tradition is evident everywhere—from the ancient art and craftsmanship juxtaposing its busiest thoroughfares and modern infrastructure, to Thai cuisine’s unique take on flavor, ingredients and aroma, and even down to the warmth and hospitality that Thai people are known for.

Underpinning Thai culture’s homage to tradition is the centuries-old philosophy of Lamiat (lá-mîat), which hinges on the notion that “by paying attention to the details and looking beyond the ordinary, one can achieve perfection. It’s a continuous practice that permeates across all aspects of Thai living, with the spirit of lamiat governing the way they Thais process their thoughts, actions and emotions.

In the largely taciturn world of business, the practical application of lamiat can have profound implications for a brand or company. As sweeping global forces disrupt and fundamentally transform the way businesses operate, the case for culture as a potential competitive advantage has never been stronger. In this era of rapid change, culture, when applied holistically, can be the dynamic force that steers a business toward the right direction.

Such is the case of Chang Beer, the golden lager produced by Thailand’s largest and one of Asia’s largest beverage companies”.

Having been in the market since 1995, Chang Beer has been a drinking occasion favorite of both Thai and international consumers, its emerald-hued bottle as ubiquitous as the pad thai and tom yum goong that pair well with it. But with Southeast Asia rapidly developing economically and more of its burgeoning younger generation entering the workforce, the heritage brand recognized the need to reposition itself as the modern brand of choice for this increasingly discerning market.

Applying the lamiat philosophy formed the core of Chang Beer’s strategies, covering the way it refreshed and repackaged its brand, down to how it further refined its brewing process to make the golden lager palatable to the modern drinker.

Fueled by the notion that little details make perfection—in this case, producing the perfect brew—Chang Beer’s approach is a lesson in upholding the pillars of lamiat which include craftsmanship, refreshment, respect and harmony. Asawin Rojmethatawee, the company’s Media and Communication Director and Channel Marketing Director, points out that because Chang Beer is “brewed of lamiat,” it is consequently a reflection of “the traditional Thai philosophy for a modern and proud nation.”

Craftsmanship is evident in Chang Beer’s full flavor and subtle fruit and hop aroma, which lends itself to a time-honored brewing process that places a primer on using only the finest ingredients. The brand imports its hops and malted barley from the United States, Europe and Australia, its selection process largely dependent on the quality and character of the beer. The yeast fermenting the beer is meticulously chosen for its full body and unique aroma.

Refreshment is ensured by the fact that only the purest water is used to brew Chang Beer. ThaiBev extracts water from over 200 meters below the ground, guaranteeing that water is not only low in mineral content, but also completely free of contaminants. Finally, the Thai values of respect and harmony are reflected in the integrity with which the traditional brewing process is upheld, resulting in the balance and clarity of flavors Chang Beer is known for.

“Perfection lies within such details, and this perfection then becomes evident in every sip of Chang Beer,” says Ronnie Teo, Marketing Director, Global Marketing.

Beyond the brewing process, lamiat is effectively portrayed in Chang Beer’s latest advertising campaign, where the brand’s journey from tradition into modernity is captured using the intricate art of illustration. The spirit of lamiat is evident in the ad, which was meticulously crafted by two of Thailand’s top artists: Satit Kalawantavanich, an award-winning director renowned for his attention to detail, and Chatchanok Wongvachara, an up-and-coming illustrator with a flair for naturalistic form and structural illustrations. Together, the two created a short film that reflects Thai culture and the embodiment of lamiat.

In the two years that Chang Beer worked to elevate its branding and brewing process, the application of lamiat has successfully delivered results. The most prominent example of this has been the international recognition the brand has garnered for the quality and excellence of its brew—Chang Beer was Thailand’s Country Winner of the 2017 World Beer Awards. Perhaps an even more noteworthy achievement is that many Thais now see Chang as the best modern Thai beer brand. According to IPSOS Monthly Tracking, Chang Beer has consistently achieved top scores in the “Top of Mind” and “Brand Used Most Often” categories, affirming its leadership position among consumers.

From its stunning temples and sun-kissed beaches, to the warmth of its people, Thailand has always exuded a golden hue. By applying the centuries-old Thai wisdom of lamiat to continuously enhance the different aspects of its brewing business, Chang Beer is bringing that same vibrant light to the Thai beer industry, creating a product the Thais are proud to call their own.

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