Chang Beer to dance with diners to promote Thai New Year

Chang Beer has launched a series of restaurant-based events to increase the profile of Songkran, Thailand's traditional New Year Festival.

The campaign is designed to raise awareness of Thai food and the heritage of Chang Beer, which means elephant in Thai.

As part of the campaign the Thai Dance Academy is set to visit London's Thai restaurants performing classical dances in full embroidered costume including the chada, a traditional spiral crown.

The activity is part of a wider campaign to build awareness of the brand and help associate the beer, which is brewed in Thailand, with its food and culture.

Geoff Tirrell, general manager of Chang Beer UK, said the brewer was proud of its Thai heritage.

"Songkran is such a big event in Thailand, we want to bring the warmth of Thai culture to the UK, as well as educate customers about the country's traditions," he added.

"Working with the Thai Dance Academy is a great way to give consumers a snapshot of our culture and provide them with added value, by bringing theatre to their dining experience. It's our commitment to our heritage and provenance that has appealed to consumers' appetite for authentic Asian lager, which never compromises on quality."