Coffee is one of the most important agricultural products traded globally. We have been seeing significant growth in the coffee market every year, and Southeast Asia tops the list growing rapidly backed by the six biggest Southeast Asian economies—Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Amid a vast FMCG industry facing constant scrutiny and post-pandemic after-effects, as companies are bouncing back and overhauling their business operations, the coffee market displays a positive graph. According to Statista, revenue in the Asia Coffee segment amounts to $142.00 billion in 2023, which is expected to grow annually by 5.52 percent during 2023-25. While more precisely, the revenue in the Instant Coffee segment in Southeast Asia amounts to $17.49 billion in 2023, which is accounted to grow further at 6.05 percent CAGR during 2023-25.
Even though there are many companies in Asia growing banking on this competitive market introducing new types of coffee and coffee mixes such as cold brew, nitro brew, among others, one brand that stands differentiated is Premier Coffee- a market leader, especially in the coffee and tea category in Myanmar and penetrating into regional and global. Established in 2005, the company is a national pride and the number one brand in Myanmar’s FMCG industry naming a remarkable history of delivering excellent products to its consumers. Thriving at the heart of Yangon city’s industrial center and deploying over 1700 employees, where it manufactures and distributes a large range of instant beverages for both local and export markets, its inhouse brands such as Premier, Happy, and Wah Lah bring it increased recognition, followed by its other reputable international brands such as Lotte, Julie’s Biscuits and Tipco nationwide.
As the company’s brand Premier goes by the motto ~ ‘The real taste of natural coffee’, consumers can find a wide range of varieties made with the best quality ingredients sourced from around the world to meet consumers’ personal preferences and different occasions. Furthermore, as its brand Happy is all about making consumers ‘Happy’,
it offers a range of instant beverages that come in sachets, providing great value at affordable prices to the consumers. While its three brands Premier and Happy which are in the Coffee & Tea Category, and Wah Lah which are in Instant Noodle Category are doing quite well, it has also launched a new one- Premier Namhsan Tea mix, and it is growing continuously.
Premier 3 in 1 coffee and Happy tea are flagship products of the company. They are unique in terms of taste profile which is well-rounded and tailor-made for Myanmar consumers, providing extensive campaigns such as Dolphin CSR Campaign, Instant win of 100mil Kyats, Double Chance to win 100mil kyats, Million Prize to Win, and so on. The company did pretty well in the majority of campaigns and even got positive responses from consumers. And, also in May this year, it is planning to do Premier Coffee’s 15th anniversary campaign wherein, it will be giving off prizes like luxury cars, gold tickles, and other cash prizes too. The company also holds good relationships with channel partners in the market and always keeps exploring to develop new product innovations.
Speaking of quality, Kalayar Yee Mon, Chief Executive Officer at Premier Coffee, mentions, “We always keep an eye on the market and always listen to suggestions from both internal and external stakeholders & consumers. We focus on the key areas that we need to improve to serve the better quality of our products to consumers. Regarding the production process, we strictly control the quality of our products in every single process, right from the ordering of quality raw materials from local & international suppliers to the production of finished goods, deploying advanced technology machines by balancing the right temperature with the right timing, and conducting regular machine system checks.
While Premier Coffee’s three brands Premier, Happy, and Wah Lah are doing quite well, it has also launched a new one- Premier Namhsan Tea mix, and it is growing continuously
Additionally, it secures the complete cycle of the client engagement process, by strengthening consumers’ engagement and the channel partners’ engagement. “In order to give the most relevant products to the market, we identify through our own CMI team, and for the channel partners’ engagement, we ensure to deliver our quality service through regular visits, sales calls, on-time delivery, trade support programs, and seasonal gift programs”, shares Kalayar. The company has strong resources with qualified team members in different areas like production, marketing, sales, and so on. Additionally, it also sponsors employee training to enhance their capability as per the world’s evolution.
The Roadmap Ahead
“Our journey is simple. As a member of Capital Diamond Star Group, we have a strong passion to win in the market. With a winning spirit working together as a team, we have overcome many significant challenges, and are here today. We work together with our channel partners closely and our products are available not only in some Asia countries but also in Western countries. Our future roadmap is to maintain the leadership position for categories we are in and grow across the new. Product and service innovation is a part of this, and we are committed to that. Our target is to build worldclass- in-house manufacturing and marketing capabilities & products by assimilation of external know-how and strong internal innovation”, concludes Kalayar.
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