ThaiBev has appointed Dhospaak Co., Ltd. as the primary operator responsible for establishing and managing the Contact Center for ThaiBev's products and services, as well as those of its subsidiaries across the ThaiBev Group.The Contact Center serves as a centralized communication channel for all customer segments, including consumers and trade partners (agents, sub-agents, retailers, and all sales channels). Services are provided through two primary communication channels: Voice (Call Center) and Non-Voice (Chat) across multiple digital platforms are AI-based chatbot ,Online form submission or direct email contact, Dedicated phone line and also in person if case is sensitive and need to more explanation. Currently, the Contact Center supports 31 projects, handling a wide range of customer inquiries and requests, including product information, purchasing channels, general inquiries, and issue reporting.Its primary objective is to provide customers with convenient and accessible support, ensuring they can easily reach the organization, receive accurate information, and, when reporting issues, obtain prompt assistance, professional guidance, and effective solutions that help resolve or mitigate their concerns. To ensure service quality, the organization has developed an internal case management system that enables case intake, monitoring, and automated alerts for cases requiring action from relevant departments. This system ensures that all cases are managed comprehensively and resolved within the predefined Service Level Agreement (SLA) timeframes.

The FLOW application is a digital platform designed to simplify and enhance the purchasing process for retailers. By streamlining complex and error-prone procedures, FLOW enables faster and more convenient transactions. Retailers and wholesalers no longer need to wait for sales agents to restock products—they can now browse the full product catalog, select items, and place orders directly via mobile devices anytime, anywhere.

This system allows for better inventory management, enabling users to monitor stock levels, track order status, and schedule deliveries in alignment with specific business needs, while reducing the risks of stock shortages or overstocking.

Beyond operational efficiency, FLOW also empowers traders with data-driven insights and customized promotions tailored to each business. Users gain access to valuable analytics such as top-selling products, seasonal trends, and consumer demand patterns, helping them make smarter purchasing decisions aligned with market needs. Moreover, promotions offered through FLOW help wholesalers and retailers boost profitability through discounts and exclusive deals that drive retail sales performance.

For ThaiBev, FLOW serves as a key channel for strengthening relationships with distributors, wholesalers, and retailers. It enables ThaiBev to connect directly with retail partners, gaining deeper insights into customer needs while allowing for quick adjustments to promotions in line with market trends. Direct connectivity through FLOW also enhances distribution efficiency and customer data analytics, helping to drive sales growth and strengthen retailer loyalty more effectively.

Both ThaiBev and its business partners benefit mutually from this closely integrated, data-driven collaboration, which enables competitive reach to consumers and supports the growth of all business partners through digital transformation. At the same time, FLOW helps ThaiBev elevate its service quality and deepen customer engagement, creating shared value for both parties in the highly competitive beverage market. Since the launch of the FLOW Application in 2025 with key partners, more than 96 business partner agents have joined the platform, with nearly 60 percent having learned to independently place orders through the system.

The program has also been extended to reach over 13,000 downstream customers-including retailers and restaurants-across all store types, receiving highly positive feedback. Going forward, ThaiBev remains committed to continuously enhancing the FLOW system to support future business activities and ensure sustainable growth for both the company and its partners.

• Expanding Retail Coverage
  Reaching local retailers in every area to ensure comprehensive product distribution and efficient sales performance.
• Brand Management Excellence
  Strengthening brand visibility and ensuring ThaiBev’s brand image is consistently and effectively represented at retail points.
• Business Partnership & Advisory
  Acting as a trusted business consultant to help local retailers enhance their operations and competitiveness.

At present, more than 30,000 local retail stores nationwide have been developed into Chokchai Stores. Point-of-Sale (POS) systems have been introduced in stores that are ready to adapt to the digital era, enabling them to remain competitive in the market and effectively manage their operations. These systems help retailers manage inventory, track stock levels, and access sales promotion activities tailored to the preferences of consumers in each area. ThaiBev remains fully committed to continuing the development of local retail stores, recognizing their crucial role as a key partner in connecting ThaiBev’s products to consumers and driving mutual and sustainable business growth.

The Chokchai Store project aims to develop and upgrade traditional retail stores into modern, sustainable community hubs that serve as key points of sale within their local areas.

Key development actions include:

• Enhancing storefront visibility–Creating a more attractive and distinctive shop appearance.
• Improving in-store layout–Organizing space for easier product navigation and a better shopping experience. Boosting sales impact and opportunities–Ensuring shelves are fully stocked and products are clearly visible to customers.
• Categorizing products effectively–Arranging items in logical, easy-to-find categories.
• Optimizing refrigerator displays–Grouping product categories and creating clear brand blocks to increase visibility and sales.

The Chokchai Store project provides support and guidance to retailers in product display arrangement, category organization, and POS system installation, along with training on system usage. The initiative helps store owners improve sales management by enabling them to monitor and analyze key business metrics such as sales performance, profit margins, fast- and slow-moving products, and inventory levels.

As part of ThaiBev’s digital transformation for growth strategy under the PASSION 2030 vision, Sermsuk Click represents a key initiative that connects directly to consumers (D2C). Sermsuk Click is a comprehensive online store offering a full range of non-alcoholic beverages through popular e-commerce platforms such as Shopee, Lazada, TikTok, SOOK, and Shopteenee. All orders are fulfilled and delivered by Sermsuk Co., Ltd., ThaiBev’s direct manufacturer and distributor, ensuring fast and reliable service for consumers.

Over the past year, the platform has achieved outstanding results-driven by continuous promotional activities and a diverse product portfolio that caters to every drinking occasion. As a result, sales grew by 154 percent, and the platform gained over 140,700 followers, engaging consumers across the ThaiBev beverage portfolio.

Going forward, ThaiBev remains committed to expanding its service coverage, enhancing promotional campaigns, and introducing new products to continuously meet evolving consumer needs—in line with the growing popularity of online shopping in today’s digital era.

“BEV FOOD” is the own application which designed to support all member customers across our all brand restaurants, aiming to deliver the highest level of satisfaction. The application features comprehensive functions for promotional , product & Service ordering, table reservations, store location searches, and a reward points system for redeeming various prizes. This application also serves as a unique online platform for brand connect and continuous special activities for ThaiBev employees, successfully fostering loyalty and engagement both externally with customers and internally with employees.
2025 Number of member → 1,581,961

OISHI CLUB is the loyalty online platform designed to be a 'space of good feelings' for consumers every time they use it, focusing on delivering fun and accessible value. By simply purchasing and drinking just one bottle, customers can join daily lucky draws or redeem exciting rewards. We have “Neko” AI Brand Character who as an understanding friend. From a brand-building perspective, this platform is the core heart that attracts customers to love and prefer the brand, encouraging them to repurchase Oishi green tea repeatedly
2025 Number of member → 529,365

To support sustainable growth among its business partners, ThaiBev implements the Business Partner Development Program (Offline)-designed to strengthen partners’ sales operations, warehouse management, accounting, and other key business functions. The goal is to help partners reach consumers more effectively and operate with greater efficiency.

A key initiative under this approach is ADEPT (Agent Development Program with ThaiBev), a long-term collaboration between ThaiBev teams and distributor partners that has been running for over five years. Beyond training and capacity building, ADEPT focuses on practical improvement and performance enhancement for partner businesses. through enhancing the efficiency of Cash Van Agent, improving warehouse and logistics operations, and strengthening support systems to prevent fraud and mitigate risks.

F&N Dairies (Thailand) collaborates with its business partners to organize knowledge-sharing and relationship-building activities for entrepreneurial customers. The initiative aims to foster long-term engagement by combining product education, culinary demonstrations, and business management insights.

These activities help entrepreneurs apply practical knowledge to improve their operations and create additional income opportunities, reflecting F&N’s strong commitment to enhancing capabilities and expanding its presence in the Thai market.

Furthermore, the program provides a platform for networking and business development among professionals in the food service and retail sectors, strengthening partnerships and promoting industry growth. F&N remains dedicated to continuously developing engagement programs that build lasting relationships with both small business owners and consumers, contributing to a sustainable business ecosystem while reinforcing brand loyalty and trust.

The Magnolia School Activation aimed to encourage milk consumption among upper primary and lower secondary students through engaging activities to promote healthy habits and nutritional awareness. The program reached a total of 300 schools and 387,000 students.

ThaiBev conducts ongoing activities with its business partners every year, including community engagement projects, efficiency-enhancement training, product knowledge sessions, and annual joint business planning meetings. These initiatives have been consistently organized to strengthen relationships and support the achievement of shared goals in both sales performance and profitability.

Distributor Vision 2025 (DV25) was launched with the aim of making champions of our partners, by providing them with exclusive privileges that will improve their competencies and competitive edge. SABECO is introducing Business Investment Account (BIA) under DV25 to support top-tier distributors’ (C1) capability development and strengthen long-term partnerships. The fund provides C1 with resources to expand operations and improve market execution.

By enabling investments in sales staff, truck purchases, crate deposits, coverage expansion, and capability- building, BIA supports sustainable C1 growth and reinforces their role as key partners in SABECO’s Route to Market (RTM) network while enhancing professionalism and competitiveness under DV25.

DMS is SABECO’s central platform for managing Distribution and RTM data. Standardized data entry across C1 ensures a single, reliable source for governance and performance tracking.

With greater transparency and reduced manual work, DMS enables stronger data-driven sales and faster decision-making. Current adoption is over 90 percent, with full onboarding targeted by Q2 2026, further improving network-wide consistency.

The Direct Delivery initiative standardizes warehousing and logistics between SABECO and C1. Higher minimum order quantity (MOQ) and expanded palletized deliveries reduce small orders and improve warehouse efficiency.

This optimized model lowers logistics costs, enhances delivery reliability, and ensures a smoother supply flow to C1. It also increases C1 margins and allows them to better allocate their resources to serve the market.

Credit is essential in any business. SABECO is working with partner banks to offer credit card solutions to selected C2s, giving them access to credit lines for purchasing products without upfront capital.

This flexibility allows C2s to order more consistently throughout the month, reducing cash-flow pressure and improving inventory stability. As a result, C1 benefits from steadier sales, while Route-to-Market engagement and payment modernization increase across the ecosystem.

The "Happy Senior" (Suk Jai Wai Gao) campaign was born from a simple yet meaningful insight: as the number of elderly people in Thailand continues to grow, we wanted Oishi restaurants to be a welcoming space where seniors can find fulfillment and enjoy healthy, high-quality meals.

This campaign was designed to bring families together, encouraging loved ones to treat the seniors in their lives to a wonderful dining experience. At the same time, it serves as a cozy gathering spot for old friends to reconnect and reminisce about the good old days—ultimately helping to boost their overall quality of life. this campaign has received an overwhelming response from our customers.

ThaiBev remains firmly committed to enhancing satisfaction among its business partners and customers across all sales channels. In 2025, the company continued to prioritize comprehensive customer satisfaction, covering every aspect from product delivery and sales services to the professionalism of its sales representatives, who are expected to possess deep knowledge of the company’s products, promotional activities, and business practices. This commitment ensures that ThaiBev’s sales personnel can protect mutual interests, provide effective solutions, and address issues promptly, building trust and reliability with all partners.

To assess and continually improve its performance, ThaiBev conducts an annual customer satisfaction survey in collaboration with the Center for Applied Economics, Faculty of Economics, Kasetsart University, an independent institution. The 2025 survey results revealed an exceptionally high satisfaction rate of 97 percent, surpassing the company’s target of 95 percent. This remarkable achievement demonstrates ThaiBev’s ongoing dedication to maintaining and further elevating its service excellence and partnership standards in the years ahead.