Bangkok – The ready-to-drink "BOSS Coffee" brand from Japan by Suntory PepsiCo Beverage (Thailand) announced its strong commitment to become No.1 player in Thailand’s premium ready-to-drink coffee market by launching “BOSS Café” as the first minimalist cafe in Bangkok at G floor, Siam Center. The BOSS Café will serve a range of signature refreshing drinks that have been meticulously created using the ready-to-drink BOSS coffee. All BOSS coffee-inspired beverages available at BOSS Café are exclusively made to perfection through the “Flash Brew” coffee making technique, which is a distinctive formula of coffee brewing to deliver a unique BOSS coffee flavor. It targets working people, new-generation coffee lovers and cafe hoppers who are looking for a haven for coffee indulgence in style, aiming to deliver an impression to all customers with a quality coffee that gives priority to providing inspiration and motivation. It also aims to create a good brand recognition for the ready-to-drink BOSS coffee as the premium coffee brand from Japan that is now widely available for purchase around town. Moreover, Suntory PepsiCo Beverage (Thailand) Company Limited also launched three new BOSS coffee variants, comprising “BOSS Black”, “BOSS Latte”, and “BOSS Americano” packaging design. The company also plans to launch an integrated marketing campaign to enhance BOSS coffee brand awareness and engagement with target consumers by officially introducing handsome celebrity “Sean Jindachot” as the first presenter of the BOSS coffee brand in Thailand. He represents next-generation workers whose active lifestyles and energetic characteristics in order to encourage people to live an inspiring life everyday. Suntory PepsiCo Beverage (Thailand) Company Limited also partnered with 7-Eleven to launch a breakfast combo set that includes BOSS coffee, which will be available at BOSS Café and all 7-Eleven convenience stores from now until August 31, 2023.

Mr. Anawat Sangkhasap, Chief Marketing Officer, Suntory PepsiCo Beverage (Thailand) Company Limited, said “the ready-to-drink BOSS coffee started doing market in Thailand in 2021 and it has received an overwhelming response from customers. BOSS coffee is complete using a unique flash brew coffee making innovation in order to deliver a perfectly harmonious and mellow flavor. Its production and manufacturing standards are strictly in alignment with Suntory’s Japan’s manufacturing principles. This year, the company has adjusted its marketing strategies to better connect and engage with target consumers with a focus on enhancing sales of canned coffee consumers through two key marketing strategies as follows;

1. Emphasizing the premium quality of BOSS coffee as a ready-to-drink coffee in cafe style while enhancing brand recognition of BOSS as a coffee brand that passes on the inspiration. BOSS Coffee have improved its formula by roasted coffee bean blend ratio to enhance the taste which unlock flavor making BOSS coffee more Mild & mellow. Together with the launch of new packaging design across all three BOSS coffee flavor variants that are currently on sell in the Thai market to make them look more modern, attractive and aspirational. Boss Coffee also plans to introduce a new TV commercial featuring the newly appointed presenter “Sean Jindachot” and HYBS duo singers “James Alyn Wee” and Kasidej “Karn” Hongladaromp, the first duo presenters of BOSS coffee in Thailand. The all have an active and energetic personality which they are also they are inherently creative. They stand ready to pass on the inspiration for everyone to live an inspiring life every day, which is in line with the commitment and direction of the brand. The central goal is to better reach out to target customers.

2. Launching new campaigns in order to enhance sales volume, including the launch of the “BOSS Coffee: Buddy for Every Good Morning” campaign that aims to encourage breakfast at Boss level by collaborating with 7-Eleven to come up with a perfect breakfast pairing of ready-to-drink coffee Boss Coffee with the popular sandwich Ezy Taste. Recently, the first minimalist cafe “BOSS Café” is now launched in Thailand as part of the Brand’s marketing campaign to drive brand awareness and consumption of those coffee lovers during the June-August 2023 period. The breakfast combo set in collaboration with 7-Eleven convenience stores and the launch of BOSS Café are expected to stimulate sales and attract customers who love drinking quality coffee.

The value of Thailand’s ready-to-drink coffee market in 2022 was around 10 billion baht, growing more than 10% year-on-year** boosted by the rising number of people drinking coffee in cafes and leisure destinations as people are also looking for a meticulously curated coffee and premium coffee that are made to perfection with top-grade coffee beans. The new players in the market are also a factor helping to revitalize the ready-to-drink coffee market, which is continuing its growth trajectory. Meanwhile, coffee shops and cafes that have a unique style and identity also saw a steady growth driven by the cafe hopper trend that is rapidly growing in Thailand.

Mr. Junichiro Takata, Head of Marketing - Suntory Brands, Suntory PepsiCo Beverage (Thailand) Company Limited, commented on the goal of the marketing campaign and the launch of the BOSS Café , saying “the launch of the BOSS Café is not only in line with the marketing strategy to reach out to coffee lovers and cafe hoppers who have a passion for experiencing a unique flavor of premium ready to drink BOSS coffee together with six signature menus under a relax and friendly atmosphere, but it also reinforces the brand’s commitment to deliver a new coffee drinking experience anytime and anywhere with quality BOSS coffee. BOSS Café aims to reinforce the real life experiences as well as raising awareness and brand image in the mind of consumers that BOSS coffee is a premium ready-to-drink coffee brand that has a strong coffee flavor and mellow taste that consumers can easily find every day. BOSS coffee can also be used as a key recipe to easily create new menus in cafe style. In addition, BOSS Coffee also teamed up with 7-Eleven convenience store to launch a special breakfast combo set called “BOSS x Ezy Taste” to meet the needs of coffee lovers and working people. The special breakfast combo set also aims to elevated breakfast experience that customers can sensually enjoy a signature sandwich complemented with BOSS coffee. It is now available at BOSS Café and all 7-Eleven convenience stores”.

BOSS Café, the first minimalist cafe in Thailand, is located on the G floor of Siam Center. It is open daily at 10.00 – 22.00 until August 31. The cafe serves up ready-to-drink BOSS coffee complete in six signature drink menus, comprising BOSS Coffee Coconut Foam, BOSS Coffee Peach Candy, BOSS Coffee Yuzu, BOSS Coffee Tiramisu, BOSS Coffee Dirty Mocha and BOSS Coffee Caramel Latte. They are available at 90 baht each. The special menu “BOSS Coffee Topped With Rainbow Whipped Cream, Marshmallow & White Chocolate” is available at 65 baht, down from originally 75 baht, throughout June to celebrate Pride Month. The goal is to reaffirm the company’s stance on promoting gender diversity, equality, inclusion and living together with discrimination. Furthermore, BOSS Café also highlights six toasted menus and easy-going BOSS-style breakfast in which customers can grab and go, including a perfect match between the ready-to-drink BOSS coffee and Ezy Taste, the popular sandwich by 7-Eleven, which is available at 64 baht.

Customers can experience premium BOSS coffee, which is available in three flavor variants, comprising BOSS Black, BOSS Latte, and BOSS Americano, at all convenience stores, retail and wholesales stores, supermarkets and hypermarkets and leading shopping department stores nationwide. BOSS coffee is sold in PET bottles with a 250-ml bottle available at 35 baht. For latest updates and further information on BOSS coffee, visit Facebook: Boss Coffee Thailand.