Suntory PepsiCo Beverage (Thailand), the manufacturer and distributor of products under Suntory and PepsiCo brands in Thailand, has recently made their moves into Thailand's premium coffee market with its new line of products to address the needs of modern-working consumers, coffee lovers, and the healthy trend by launching BOSS Coffee – the No.1 bestselling ready-to-drink coffee brand in Japan1. This is one of the first brands in Thailand to use flash brew production technique. Launching in three flavors - BOSS Coffee No Sugar, BOSS Coffee Mildly Sweet, and BOSS Coffee Latte - along with a number of marketing activities via online platforms that aim to promote the product and place it at the number one position of Thailand's premium ready-to-drink coffee market.
Mr. Ashish Joshi, Chief Executive Officer of Suntory PepsiCo Beverage (Thailand) Company Limited, said "Launching BOSS Coffee to the market in Thailand responding the coffee lovers trend is an important step for Suntory PepsiCo Thailand to continue growing our business through Portfolio Transformation of healthier innovations across our beverage categories. The launch of this product emphasizes our company's vision 'Growing for Good' and reflects on the company’s core value 'Yatte Minahare’ which means the courage to take actions and presenting new things with the aim to deliver quality products that delight consumers in Thailand in their everyday life. BOSS Coffee reflects almost 30 years of Suntory's experience and expertise in inventing and developing innovations of ready-to-drink coffee, cementing their position as the No. 1 bestselling ready-to-drink coffee brand in Japan.1"
In 2020, the ready-to-drink coffee market was worth around 12 billion baht.2 Growing simultaneously with the overall category, in 2021 the premium coffee segment sees a year-on-year increase of 56%3 from the previous year. Currently, this segment accounts for 11.5%4 of the overall market. There have been new players introducing new products which help to stimulate the market and grow continuously. At the same time, consumers are demanding for beverages that can keep them awake at work, with an increase in coffee consumption behaviors, as could be seen in the growing variety of coffee bean selection, flavor choices, brewing techniques, and mixing recipes with other beverages. These health conscious consumers also are looking for products that are high quality, flavorful, and less sugary as a healthy alternative for the healthy trend. All of these have emphasized out the attractiveness of the ready-to-drink premium coffee market in expansion of new customer bases.”
Mr. Somchai Ketchaikosol, Chief Marketing Officer of Suntory PepsiCo Beverage (Thailand) Company Limited, added that “BOSS Coffee is considered one of the brands in the Suntory Group which has achieved both growth and acceptance from target groups who are at a working age. With constant development, it has become the No.1 bestselling and most popular ready-to-drink coffee brand in Japan1 with more than 500 SKUs today. Therefore, Suntory PepsiCo Thailand is introducing the innovative flash brew technique at the core in building a ready-to-drink coffee brand that has a distinctive flavor and good taste profile in line with BOSS Coffee in Japan while meeting the needs of Thai consumers. The marketing concept of being a "Workers Buddy" conveys positive energy which helps to motivate consumer in their everyday life. The focus is on marketing activities through digital platforms and product sampling campaigns across the country with the aim of capturing market share in the ready-to-drink premium coffee segment. The target groups include working generations and coffee lovers aged between 25 and 35, as a healthy alternative for those who are health conscious and are looking for ready-to-drink coffee with less sugar. We hope to win the hearts of consumers in a short period of time and to become number one in the ready-to-drink premium coffee market in Thailand.”
BOSS Coffee emphasizes the importance from the selecting quality Arabica coffee beans in compliance with Suntory Japan standards and uses the Flash Brew technique – brewed hot to extract the coffee goodness and chilled fast to lock the aroma and quality. BOSS Coffee is one of the first brands in Thailand to use this technique resulting in a flavor profile that is aromatic, smooth, and well-rounded with no bitter taste loved by specialty coffee drinkers. There are 3 flavor choices to choose from: BOSS Coffee No Sugar, BOSS Coffee Mildly Sweet, and BOSS Coffee Latte; all of which have been certified with the Healthier Choice logo. Therefore, rest assured that BOSS Coffee is a healthy alternative that you can drink every day. BOSS Coffee is now available in PET bottles size 250 ml at 35 baht in retail stores, convenience stores, supermarkets, and leading malls nationwide. For further information, please visit BOSS Coffee Thailand on Facebook.
1 Source: Intage SRI+, Retail Point of Sales data based on Ready to drink Coffee Category, Total Japan, volume and value sales of Super Markets, Convenience stores, Drug stores channel, period from Jan 2020 to Dec 2020.
2,3,4 References from Nielsen Retail Index, August 2021.