Birdy was firstly introduced to the market in 1993 as a pioneer canned coffee in the Thailand. At that time, the coffee market in Thailand was still the market of pure soluble coffee which consumer mainly consumed at home and at office. While iced coffees such as O-leang, and traditional coffee were mainly consumed outdoors at street vendors and small local restaurants. Whereas carbonated drinks like ‘Pepsi’ and ‘Coca Cola’ dominated the market of canned and bottled beverages.