Ready-to-drink Lipton Ice Tea by Suntory PepsiCo Beverage (Thailand) Company Limited continues to bring excitement to Thailand’s growing ready-to-drink tea market, which continues to gain popularity among younger consumers, with the launch of the newly formulated “Lipton Lemon Ice Tea,” brewed from real tea leaves for an even smoother, more delicious and refreshing taste. The launch also introduces a fresh, modern and distinctive packaging design that appeals to today’s consumers seeking refreshment throughout the day. Under the concept “Lipton Holiday Mode On,” Lipton invites consumers to transform ordinary moments into feel-good experiences. At the same time, “Lipton Lemon Ice Tea Zero Sugar,” an alternative for health-conscious consumers, has also been reformulated to deliver an even smoother, more delicious taste while retaining its refreshing taste with 0% sugar.

The new Lipton Lemon Ice Tea formula features an enhanced production process that begins with brewing and extracting tea from real tea leaves, followed by production in a fully closed system and packaging using Aseptic Technology. This helps preserve the tea’s quality, aroma, and taste, bringing it closer to the experience of freshly brewed. The new process enhances the smoothness and delicious taste of the lemon tea while retaining Lipton’s signature sweet-and-tangy flavor and refreshing taste. Complementing the product renovation is redesigned packaging featuring a tea-plantation-inspired label, creating a more distinctive and modern brand identity.

 Beyond product innovation, Lipton continues to strengthen its brand communications through the “Lipton Holiday Mode On” concept, encouraging consumers, particularly Gen Z, to reframe relaxation as small, everyday moments that are easy to enjoy. The concept responds to insights into younger consumers who face stress and fatigue from their fast-paced daily routines.^[1] Lipton aims to bring refreshment and feel-good moments throughout the day through a beverage that refreshes both the body and mind. This also aligns with the continued growth of Thailand’s tea market, which reached USD 1.314 billion in 2025 and grew by 38% between 2023 and 2025, the highest growth rate in Southeast Asia.^[2] Meanwhile, Thailand’s ready-to-drink tea market is expected to grow by 4.4% in 2026,^[3] reflecting consumer demand for beverages that cater to a wider range of preferences in taste, refreshment, lifestyle and health-conscious choices.

Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, said, “Today, consumers are looking for more than just beverages that deliver refreshment. They increasingly expect brands to become part of their everyday lives and emotional experiences, particularly younger consumers who navigate the stress and pressures of daily life. We believe that building meaningful connections with consumers begins with a deep understanding of their mindset and the development of products that address both their needs and the context of their lives. For Lipton, the launch of the new formula goes beyond product reformulation or packaging redesign. It reflects our approach to bringing product innovation and consumer understanding together to establish Lipton as part of consumers’ everyday breaks. Through the ‘Lipton Holiday Mode On’ concept, we aim to make moments of refreshment and a feel-good state of mind easily accessible in everyday life, enabling consumers to take a break, recharge and return to their daily routines with a more positive state of mind. We believe that building long-term relationships with younger consumers goes beyond meeting their needs at the point of purchase. It is about making the brand meaningful and relevant while becoming part of the moments that matter in their everyday lives.”

To bring the “Lipton Holiday Mode On” experience to life, Lipton invited consumers to take a break from their busy routines at its “Holiday Mode On” activation at Empire Tower on 27–28 October 2026. The event featured the new Lipton Lemon Ice Tea, alongside fun activities and a photobooth in a holiday-inspired atmosphere. Special guests “Junior–Mark” also joined the event, adding excitement and creating fun moments for attendees. Lipton will continue to create feel-good break moments at Siam Center Point on 14–15 November 2026, inviting consumers to switch on their own Lipton holiday mode and discover that a refreshing break does not have to wait for a long holiday.

Holidays may not come every day, but switching on Holiday Mode can be as easy as enjoying the new Lipton Lemon Ice Tea, brewed from real tea leaves, with the most delicious Lipton ever! The new formula is available now at 7-Eleven, neighborhood stores, supermarkets and hypermarkets nationwide. For more news and updates on upcoming activities, please visit Facebook: Lipton Ice Tea.