Bangkok, Thailand – Coca-Cola reinforces its leadership in the beverage market with the launch of “Schweppes” Mixed, a new alcoholic ready-to-drink (ARTD) beverage in Southeast Asia. The launch features two exciting flavors, “Schweppes Mixed Vodka Citrus” and “Schweppes Mixed Vodka Golden Lime”, and introduces a new mid-week socializing experience with the “Thank Goodness It’s Thursday” (TGIT) concept.
- – Thai Single Malt Whisky “PRAKAAN” Storms the Global Market with Premium Taste
- – ThaiNamthip and GO WHOLESALE Join Forces to Promote Recycling
The Coca-Cola Company in Thailand is expanding its beverage portfolio, entering the alcoholic ready-to-drink (ARTD) market with the launch of “Schweppes Mixed”. The company is leveraging its deep understanding of Thai consumer needs, innovative beverage solutions, and ongoing consumer engagement to drive success in this new category.
Richa Singh, Senior Director, Franchise Operations, Coca-Cola Thailand and Laos, said, “Coca-Cola Thailand is committed to being a leader in the beverage market, with three core business principles: 1. Consumer-centricity, 2. Relentless product innovation, and 3. Meaningful consumer engagement.”
“We are proud to have been in business in Thailand for over 75 years, allowing us to deeply understand and effectively meet the needs of Thai consumers. The launch of ‘Schweppes Mixed’ marks a significant step in expanding our alcoholic ready-to-drink portfolio, reaffirming our commitment to adapt to the evolving lifestyles and needs of our consumers,” said Ms. Singh.
Three Key Strategies for Success:
-
Consumer-centricity: Coca-Cola prioritizes understanding consumer needs and behaviors to develop products and services that resonate, particularly with the younger generation who seek beverages that reflect their lifestyle and offer unique drinking experiences. This includes the trend of weekday socializing, where consumers desire easy-to-drink, flavorful alcoholic beverages with moderate alcohol content.
-
Innovation: Coca-Cola continuously develops innovative beverages to cater to diverse consumer needs. “Schweppes Mixed” is a new ARTD beverage that combines the refreshing fizz of Schweppes with the taste of vodka and fruit. The company carefully considers taste preferences and ingredient combinations to create an easy-to-drink beverage suitable for all occasions.
-
Engagement: Coca-Cola believes in creating interactive experiences and fostering connections with consumers through marketing initiatives and platforms like the “Schweppes Mixed Social Club“. This provides opportunities for consumers to connect, share their drinking experiences, exchange ideas, and participate in activities, strengthening the bond between the brand and its consumers.
“Schweppes Mixed”: Two New Flavors for the New Generation
“Schweppes Mixed” is available in Thailand in two flavors:
-
“Schweppes Mixed Vodka Citrus”: Combines the fizz of Schweppes with vodka and citrus fruit flavors for a refreshing, easy-to-drink beverage perfect for casual gatherings.
-
“Schweppes Mixed Vodka Golden Lime”: Combines the fizz of Schweppes with vodka and the sweet and sour taste of lime for a refreshing, unique beverage suitable for any occasion.
Coca-Cola is confident that “Schweppes Mixed” will be well-received by consumers due to its delicious flavors and the strong reputation of the Schweppes brand, with its rich history spanning over 200 years.
Creating the “TGIT” Experience with the “Schweppes” Mixed Social Club
Coca-Cola Thailand has also launched the “Schweppes Mixed Social Club” to create a “TGIT” (Thank God It’s Thursday) experience for consumers. This initiative focuses on building a community of “Schweppes Mixed” enthusiasts and encourages consumers to kickstart their weekend celebrations early, starting on Thursday.
“Schweppes Mixed” is now available for consumers of legal drinking age at restaurants, hotels, convenience stores, and modern trade outlets for 49 baht. The target audience is consumers aged up to 20.”
Confidence in “Schweppes Mixed” Success in the Alcoholic Beverage Market
Ms. Singh commented on the alcoholic beverage market in Thailand, stating, “Thailand is among the top 20 alcoholic beverage markets globally, representing a high-potential market.”
“Nielsen data shows that the non-alcoholic ready-to-drink (Non-alcoholic RTD) market was valued at approximately 221 billion baht in 2023 and has a growth rate of 7.4%, reflecting the growth opportunities in the Thai beverage market,” she added.
“Coca-Cola is confident that ‘Schweppes Mixed’ will achieve success in the alcoholic ready-to-drink market due to the product’s quality and the strength of the Schweppes brand, which is highly popular in Thailand,” Ms. Singh concluded.
Beverage Market Data:
-
According to Nielsen, the non-alcoholic ready-to-drink market in 2023 was valued at 221 billion baht. From January to October 2024, the market value reached 198 billion baht.
-
The carbonated soft drink market grew by 8.7% from January to October 2024 compared to the same period in 2023. The overall non-alcoholic beverage market grew by 7.4% compared to the same period last year.
-
Nielsen data also indicates that the total alcoholic beverage market in Thailand from January to October 2024 was valued at 1.7 billion baht (excluding traditional trade channels).
Coca-Cola Thailand remains committed to developing innovative beverages that cater to the needs of Thai consumers. The company plans to introduce new products in both non-alcoholic and alcoholic categories, aiming to create positive experiences and enhance moments of happiness for Thai consumers.
#SchweppesMixed #TGIT #CocaColaTH
