Mr.Haruhiko Emura is confident that this re-branding together with the use of the new presenter who is widely popular among the new generations will increase Birdy’s market share which is currently 70% in the canned coffee industry. This year, it has also allocated a budget of approximately 900 million baht for marketing communications plans to accomplish its business goals.
Further, to expand the customer base to officer workers who prefer good strong coffee, Birdy launched “Birdy Barista,” a new canned coffee alternative developed under the concept “Good Morning Shot,” which is ideal for office workers who do not have much time in the morning. “Birdy Barista” is made from premium Arabica coffee beans to be enjoyed in shots with a bold taste available in small cans. “Birdy Barista” is sure to wake you up and make your day. It is available in two flavors: Latte Shot -- a perfect combination between good strong coffee and frothy milk; and Espresso Shot -- the truly strong shot for coffee lovers.
The current market value of canned coffee is about 10,600 million baht, and 5% growth is expected. Birdy has an approximately 70% market share, and it is sure to rise, especially through the convenience store channel.