Suntory PepsiCo Thailand Celebrates 7 Years, Showcasing Robust Growth Doubling Market Rate; Reinforces “Must Win” Strategy, Emphasizing Innovation and Sustainability Leadership to Build the Most Beloved Brand Among Consumers.
Suntory PepsiCo Beverage (Thailand) Co., Ltd. announces its 7th-anniversary milestone, marked by an impressive average annual growth rate of 8.2%, twice the overall growth of Thailand’s non-alcoholic beverage market. Unveiling its vision and the continued “Must Win” strategy for 2025, the company focuses on strengthening its core portfolio, expanding innovative categories, meeting health and sustainability trends, and fostering a strong corporate culture, all aimed at becoming “The Most Beloved Beverage Company in Thailand with True Gemba Centricity.”
Bangkok, Thailand – Amidst a rapidly evolving business landscape, Suntory PepsiCo Beverage (Thailand) Co., Ltd. (SPBT), a leading manufacturer and distributor of beverages under the renowned Suntory and PepsiCo brands in Thailand, today announced a significant milestone: seven years of successful operations. Since its inception as a joint venture in 2018, the company has demonstrated remarkable and consistent growth, achieving an average cumulative growth rate of 8.2% annually, effectively doubling the overall growth rate of Thailand’s non-alcoholic beverage market. This success underscores a deep understanding of Thai consumer needs, rapid adaptability, and a commitment to delivering product and marketing innovations that resonate.
On this special occasion, SPBT reaffirmed its vision to become “The Most Beloved Beverage Company in Thailand with True Gemba Centricity.” The company will continue leveraging its core “Must Win” strategy, the engine behind its success, into 2025 and beyond. This involves strengthening its foothold in core beverage markets like carbonated soft drinks (CSDs), expanding into promising categories such as ready-to-drink (RTD) tea and coffee, and penetrating the energy drink market with distinct innovations.
Furthermore, SPBT remains dedicated to developing products catering to rising health consciousness, creating engaging marketing campaigns that connect effectively with modern consumers, and integrating sustainable practices across its business operations, encompassing both social responsibility and environmental stewardship.
“Must Win” – The 5 Pillars Driving Sustainable Success
Mr. Tanuj Chadha, Chief Executive Officer of Suntory PepsiCo Beverage (Thailand) Co., Ltd., reflected proudly on the past seven years: “Over the past seven years, Suntory PepsiCo Thailand has achieved consistent growth. We significantly improved our market share in the carbonated soft drink segment, especially in low and no-sugar categories, aligning with the growing health-conscious consumer trends. Moreover, we were the first player to use 100% recycled PET bottles (rPET) in Thailand’s beverage market, reinforcing sustainable resource utilization and aligning with the growing eco-friendly trend. These accomplishments clearly demonstrate our leadership position in Thailand’s beverage market, driven primarily by our ‘Must Win’ strategy.”
The “Must Win” strategy comprises five interconnected pillars driving holistic growth:
- Strengthen Core: The company focuses on reinforcing its core business, particularly CSDs, by continuously introducing innovative new flavors, with a special emphasis on low-sugar and no-sugar options to meet health-conscious demands. This focus has yielded outstanding performance, exemplified by Pepsi Zero Sugar’s average growth of 16.1%.
- Portfolio Transformation: SPBT relentlessly pursues innovation to diversify its product portfolio, offering new choices that blend health considerations with great taste. This includes exciting new flavors for RTD Oolong Tea ‘TEA+’ and premium RTD ‘BOSS’ Coffee, alongside creating unique consumer experiences with new energy drinks like Sting.
- Win with Customers: Strong partnerships are crucial. SPBT aims to expand its partner base nationwide, ensuring the right products are offered with tailored shopper experiences across different channels. Leveraging AI technology is key to enhancing future sales capabilities and customer reach.
- Insulated Long Term (Efficient Operations & Sustainability): This pillar highlights the commitment to responsible business practices.
- Operational Efficiency: SPBT prioritizes delivering high-quality, safe products meeting international food standards. High-efficiency production lines produce an average of 1,300 million liters annually. Critically, the company practices efficient water management, using less than 1.40 liters of water to produce 1 liter of beverage – a standout ratio in the industry. Since 2019, the ‘Mizuiku’ program has educated youth on the importance of water resources and environmental conservation.
- Packaging Sustainability: SPBT leads in sustainable packaging. As the first beverage company in Thailand using 100% rPET bottles, it has expanded this initiative across Pepsi and TEA+ portfolios to cover 18 SKUs – the highest adoption rate in the market. These efforts reduced the use of virgin PET plastic by over 8,300 tons between March 2018 and December 2024. The company actively promotes the segregation and collection of used PET bottles for ‘Bottle-to-Bottle Recycling.’
- Develop Organization: Believing employees are core to growth, SPBT invests in enhancing their capabilities to reach full potential while growing alongside the company. Building a truly employee-centric, ‘People-First’ culture has earned prestigious recognitions, including being named one of the ‘Top 50 Companies in Thailand 2025’ by WorkVenture for the second consecutive year (2024–2025).
Understanding Modern Consumers Drives Targeted Marketing Growth
Mr. Anawat Sangkhasap, Chief Marketing Officer, elaborated on the success factors: “Suntory PepsiCo Thailand’s success stems from our deep understanding of consumer behavior and our relentless innovation in product development and consumer experience. Over the past few years, consumer behavior has shifted significantly—with growing health consciousness, willingness to spend for new and joyful experiences, and increased sustainability awareness. Consumers now also seek products that deliver real value for money.”
Mr. Anawat noted the continued growth trend in the beverage market, especially for low or no-sugar options in CSDs and energy drinks. “We are actively advancing the carbonated soft drink market by refreshing our brand image and proposition to better connect with Gen Z consumers. We are also accelerating our premium ready-to-drink tea and coffee portfolio, which continues to gain popularity. At the same time, we are penetrating the energy drink segment and implementing integrated 360-degree marketing campaigns across all product categories to effectively reach consumers nationwide.”
Strong Corporate Culture Builds People and Sustainable Growth
Beyond business metrics, SPBT’s success is rooted in a robust corporate culture. Mr. Yosayut Sahawatcharin, Chief People & Culture and Corporate Affairs Officer, explained, “Beyond business growth, Suntory PepsiCo Thailand is deeply committed to cultivating a strong performance-driven culture guided by a ‘People-First’ concept, nurturing and empowering our employees to grow alongside the company. We offer opportunities to enhance their capability and build career paths across various functions—whether they are based at our headquarters or manufacturing plants. Diverse working experiences and career growth, including regional and global exposure, have also been provided for high-potential talent.”
“Additionally, we encourage active employee engagement and foster an inclusive culture, creating a workplace where everyone is encouraged to speak up, share ideas, and truly feel part of the organization. Importantly, we champion social and environmental initiatives that reflect our commitment to sustainability and our corporate value of ‘Growing for Good.’ These efforts make Suntory PepsiCo Thailand a desirable workplace where people thrive,” Mr. Yosayut added.
Moving Forward in 2025: Committed to Being Number One in Consumers’ Hearts
Looking ahead to 2025, Mr. Tanuj Chadha concluded with the company’s plans: “In 2025, Suntory PepsiCo Thailand will accelerate portfolio transformation by launching new innovative products that respond to fast-changing consumer needs. We will sharpen commercial and supply chain capacity by expanding production capacity, leveraging digital technology to consistently deliver high-quality products with great taste and increasing customer satisfaction. Importantly, we remain committed to building our performance-driven culture and talent. By staying focused on our ‘Must Win’ strategy, we aim to become ‘The Most Beloved Beverage Company in Thailand with True Gemba Centricity.'”
The 7-year journey of Suntory PepsiCo Thailand demonstrates the successful synergy of two global giants creating robust growth in the Thai market. With a clear vision, sharp strategy, investment in innovation, commitment to sustainability, and focus on its people, the company is poised for continued success, delivering refreshment and happiness to Thai consumers while making a positive, sustainable impact on society and the environment.
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