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Ichitan makes and sells bottled ready-to-drink tea and other beverages, mainly in Thailand.
Ichitan is a Thai beverage company that makes ready-to-drink tea — the kind you grab from a convenience store fridge, twist open, and drink without brewing anything. Its flagship is green tea, sold under the Ichitan brand, and the company also sells other drinks like herbal beverages and functional teas. It is listed on the Stock Exchange of Thailand.
The business is built on Thailand's love affair with sweet, chilled tea. Ichitan sells mostly through convenience stores, supermarkets, and small shops, and it spends heavily on marketing — TV ads, celebrity presenters, and promotions — because shelf space in a crowded drinks cooler is won by whoever shoppers recognize first. Its main rivals are other Thai tea and beverage brands, plus global giants like Coca-Cola and PepsiCo that also push bottled tea. The drinks business is simple on the surface: make liquid, bottle it, truck it to stores, sell it. But margins depend on sugar and tea-leaf prices, plastic and packaging costs, and how much the company spends convincing people to pick its bottle instead of a rival's. Volume matters enormously, because the profit per bottle is thin and fixed costs like factories and advertising are high. Ichitan was founded by Tan Passakornnatee, a colorful Thai businessman known for loud, showman-style marketing. The company has faced tougher times as Thailand's beverage market got more crowded and consumers grew more health-conscious about sugar, pushing it to widen its lineup beyond classic sweet green tea. Watching whether it can keep shelf space and pricing power against bigger rivals is the key question for the business.
Saved answer · last researched 20 Oct 2026
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