Thai Beverage (ThaiBev) is set to invest 18 billion baht in its 2025 business expansion, focusing on its alcoholic and non-alcoholic beverage lines, dairy, food, and sustainability sectors. The company’s six-year strategy, “Sustainable Growth to Passion 2030,” will drive consumer reach and digital transformation.
During a Bangkok press briefing, CEO Thapana Sirivadhanabhakdi highlighted the strategic areas of focus. The first, “Reach Competitively,” emphasizes quick service to meet customer expectations, while the second, “Digital for Growth,” taps into the growing use of smartphones to boost business efficiency.
Songwit Sritham, head of the beer business, anticipates a recovery in Thailand’s beer market, projecting a return to pre-Covid levels of 2 billion liters by 2025. ThaiBev plans to strengthen its leadership in this sector through product expansion, targeting mass-premium beers like Chang Cold Brew and Federbräu, alongside Chang Unpasteurized. The company also aims to cement Chang’s position as Thailand’s top beer brand through aggressive marketing and technological innovations.
On the non-alcoholic front, Kosit Suksingha, CEO of the non-alcoholic beverage division, expects double-digit growth following investment in Agri Valley Farm. He highlighted the rising demand for dairy products in Thailand and neighboring countries, pointing to new health-focused products like F&N Nutriwell. ThaiBev will also expand its Oishi green tea and Tea Pot milk products into the Cambodian market.
For the food business, ThaiBev plans to invest 1.3 billion baht to open 69 new restaurant branches next year, primarily under its KFC and Oishi brands. Sopon Racharaksa, the food division’s CEO, confirmed plans to bring 16 restaurants to the highly anticipated One Bangkok project, with a 400-million-baht investment. ThaiBev’s food business targets 1,200 branches by 2030, with an interim goal of 888 branches in 2025.
Ranking third in Thailand’s food industry, behind Minor Food Group and MK Restaurant Group, ThaiBev’s food division recorded 17 billion baht in revenue last year. The company remains confident in maintaining its growth trajectory under the Passion 2030 roadmap.
