Media release

DKSH and Ichitan Group Partner to Deliver Brand New Energy Drink “Tan Power” to Thai Consumers

DKSH and Ichitan Group Partner to Deliver Brand New Energy Drink “Tan Power” to Thai Consumers

DKSH and Ichitan announce the collaboration to introduce the new energy drink “Tan Power” to the Thai market, strategically targeting the rapidly expanding Traditional Trade sector including grocery stores and shops nationwide. Following the successful launch of other beverages from Ichitan in Thailand, this partnership signifies a crucial milestone for DKSH as it amplifies efforts to drive Ichitan's non-tea product line toward achieving mutual success

Bangkok, Thailand, March 8, 2024 - DKSH Business Unit Consumer Goods, a leading partner for FMCG companies seeking to grow their business in Asia and beyond, has forged a strategic partnership with Ichitan Group, a prominent player in the production and sale of ready-to-drink beverages in Thailand, to launch the energy drink “Tan Power” in the Thai market. DKSH will provide full Market Expansion Services, including market analysis and research, marketing and sales, category management, consumer relations, customer care, and distribution services.


“Tan Power” is a high-quality energy drink infused with caffeine, taurine, and B vitamins which promises a strong and invigorating flavor designed to keep consumers energized all day long. It will be distributed through traditional trade channels, making it conveniently available in grocery stores and shops throughout Thailand.


This partnership reaffirms DKSH’s continued success following its collaboration with Ichitan in successfully launching non-tea product lines including Korean-style soft drinks “Tan Sansu” and “Ichitan Alkaline Water”. Notably, Ichitan Group’s brand emerged as one of the leading drinking beverage brands within DKSH Business Unit Consumer Goods Thailand last year.


Tan Passakornatee, CEO of Ichitan Group Public Company Limited, stated: “This year, Ichitan Group remains committed to expanding our portfolio of non-tea beverages with Tan Power following the successful collaboration with DKSH Thailand in launching our Tan Sunsu and Ichitan Alkaline Water in the last few years. With a focus on product quality and affordability, coupled with DKSH’s expertise and capabilities, we are confident that our collaboration with DKSH will lead us to achieve success with the launch of Tan Power this year."


Damien Morot, Vice President, FMCG, Thailand & Laos and Head Country Management, Thailand, DKSH (Thailand) Limited, commented: “DKSH and Ichitan uphold a strong collaboration in providing high-quality products to consumers. We are thrilled to partner with Ichitan once again in introducing the energy drink Tan Power' Leveraging our extensive capillary network, expansive customer base, and dedicated salesforce, we are poised to propel Ichitan towards achieving its goals of success.”


DKSH’s deep-rooted expertise in the beverage category amplifies the synergy between DKSH and Ichitan Group. DKSH brings an extensive wealth of experience and a demonstrated history of success to guarantee the triumphant launch of “Tan Power” in the vibrant Thai market.