Ichitan Partners With Thai Coconut on New Aromatic Coconut Drink
Ichitan and Thai Coconut partnered to launch a new herbal-infused aromatic coconut drink, processing over 100 metric tons of coconut into 2 million bottles while helping Thai farmers during periods of oversupply.
Ichitan Group Chief Executive Officer Tan Phaskornniti believes Thailand's beverage market remains positive despite periodic headwinds, noting that consumer behavior and demand for different product categories continue to evolve. He highlighted that new product launches, premium tea offerings, and health-focused drinks with higher price points are stimulating consumption and helping consumers accept premium positioning. The company plans to develop new products continuously and diversify its portfolio to cushion market volatility, rather than relying on a single product or factor.
Ichitan also sees an opportunity to leverage its production and storage capabilities to help manage agricultural raw materials, particularly those with inconsistent supply. During periods of oversupply, the company can process and store crops; when market demand rises, it can release inventory. This approach reduces pressure on farmers during price slumps and allows the company to manage supply fluctuations.
This strategy is reflected in a partnership between Ichitan and Thai Coconut Company, combining Ichitan's beverage expertise with Thai Coconut's coconut product knowledge to develop "Yen Yen Chup Liang Aromatic Coconut Water," blending 12 cooling herbal varieties with aromatic coconut water. The product was born from early-year price drops for aromatic coconut, when oversupply drove prices to 2-3 baht per fruit. Ichitan saw an opportunity to create a new beverage format and expand market channels for Thai produce.
For the first production run, over 100 metric tons of aromatic coconut—approximately 376,000 fruits—will be processed into 2 million bottles. Coconuts are moved into production within 24 hours of harvest to preserve sweetness and aroma. Thai Coconut Company Chief Executive Officer Vorawat Chinpinkliao said the partnership increases opportunities for Thai aromatic coconut to enter the domestic market, shifting Thai Coconut's business focus beyond its traditional reliance on export markets.
