Suntory PepsiCo Beverage (Thailand) Co, the distributor of Pepsi-Cola in Thailand, has recently launched its first Boss cafe in Siam Centre, Bangkok as it aims to promote the brand among Thai coffee lovers. The minimalist store however is expected to operate until 31 August, as part of the company’s comprehensive marketing campaign to increase its brand awareness.
The store aims to make Thai consumers aware of Boss RTD coffee, which was launched in Thailand in 2021 as a premium coffee brand from Japan. The current market now has Boss, Amazon and Arabus ranked as the Top 3 premium coffee brands. The premium coffee segment is valued at Bt 400 million (US$11.6 million), just 4% of the Bt 10 billion (US$290 million ) coffee market in Thailand. However, the premium segment is growing rapidly due to rise in disposable income.