Serm Suk set for drink launch

Meanwhile, PepsiCo Inc, led Jagrut Kotecha – general manager – beverage of Pepsi-Cola (Thai) Trading – will announce its business direction in Thailand on October 25.
PepsiCo Inc recently announced it would boost its snack and beverage business with plans to invest in two new plants, taking its total investment in the Kingdom since 2000 to US$2.9 billion (Bt90 billion). One plant at the Amata City Industrial Estate in Rayong province, bought from San Miguel in February for Bt2 billion, would serve as a bottling plant for Pepsi-Cola drinks. Meanwhile, continuous investment has been made in production of salty snacks, including at one manufacturing plant in Lamphun, with full production capacity of 45,000 tonnes a year and five distribution centres. PepsiCo decided this year to invest in a second snack plant in Rojana Industrial Park, Ayutthaya, which won investment promotion privileges from the Board of Investment.
Coca-Cola will also announce its strategic marketing campaign entitled “Happiness of Life”, claimed by the company as the largest-ever sampling campaign in its history, on October 24. Archawat Chareonsilp, Public Affairs and Communic-ations director of Coca-Cola (Thailand), said that “Thai non-alcoholic ready-to-drink [NARTD] market is among the most competitive markets in the world. We [Coca-Cola] have been investing consistently in Thailand for more than 60 years. There is still a lot of growth potential in the Thai NARTD industry, we welcome healthy competition and are excited about the future of the industry in general and of Coca-Cola business in Thailand in particular. We have confidence in our local partners, our System, our brands, and our products. Coca-Cola will continue to lead the industry and provide sustainable growth and value to customers, consumers, and communities for many years to come,” said Archawat.
Pepsi-Co’s contract with Serm Suk, which ran for over 50 years, was terminated after Thai tycoon Charoen Sirivadhanabhakdi’s takeover of Serm Suk. The bottling company plans to reveal a new business plan on November 2, which could focus on four main businesses – Crystal drinking water, non-carbonated drinks, food and drink distribution service, and the production of a new carbonated beverage brand. Serm Suk recently went through a corporate restructuring. Thitiwut Bulsook – the third generation of the Bulsook family, which founded Serm Suk – will be playing a bigger role.
“Serm Suk has an advantage in terms of distribution network which covers over 200,000 spots nationwide and has 1,200 trucks. Still, it has to work hard in making its product attractive to consumers,” Thitiwut said. Serm Suk’s chief executive officer Somchai Bulsook said that after the bottling and distribution contract with Pepsi-Cola ended in November, it was the time for Serm Suk to create its own carbonated-drink brands and expand the business.