Thapanee Techajareonvikul, the youngest daughter of TCC Group founder Charoen Sirivadhanabhakdi, has taken the helm as CEO and President of Berli Jucker PCL in 2023, marking the first time the company has been led by a female chief executive. Berli Jucker, a key part of the Sirivadhanabhakdi family's $10.5 billion empire, operates major businesses including Big C, Thailand’s second-largest hypermarket chain, with operations extending to Vietnam, Cambodia, Laos, and Hong Kong [1].
The leadership transition follows Charoen’s decision last year to divide his business empire among his five children. The group’s liquor assets are now consolidated under Singapore-listed Thai Beverage PCL, led by Thapanee’s older brother Thapana, while other siblings head significant property and investment units within the conglomerate [1]. Forbes ranks the Sirivadhanabhakdi family fourth on Thailand's latest rich list, with an estimated wealth of $10.5 billion [1].
Thapanee credits her management style to lessons learned from her parents, emphasizing listening, respect, and fostering a sense of belonging among Berli Jucker’s approximately 61,000 employees, of whom about 60% are women. She aims to blend professionalism with a family-oriented culture, stating, "I want to make the family business very professional, but the professional organization must also feel family-related" [1].
The group’s expansion strategy has historically focused on strategic fit, exemplified by the 2001 acquisition of Berli Jucker for its glass bottle manufacturing, which complemented TCC’s beer and spirits businesses. Thapanee highlighted her father’s focus on partnerships and win-win situations, with her mother providing a balancing influence on risk-taking [1].
CONCLUSION
Thapanee Techajareonvikul’s appointment as Berli Jucker’s first female CEO marks a significant generational and gender milestone for one of Thailand’s largest family-owned conglomerates. With a focus on professionalizing the business while maintaining its family values, Thapanee is poised to steer the $10.5 billion group into its next phase of growth. The leadership transition underscores the Sirivadhanabhakdi family's continued influence in Thailand’s corporate landscape.