After almost a decade of running the family's whisky and wine-cooler business, Wongchanok Chevasiri has decided to branch out with a product she can feel proud of.

The socialite recently launched her power-packing cans of espresso under the name Black Cat Coffee. The company will soon introduce iced coffee and cappuccino, while tea and water will follow later next year.

"I want to run a business that offers products for all consumers," says Wongchanok.

She's been working hard this year setting up her new business, and hasn't had time to attend social functions for the past six months.

While she acknowledges her good fortune at being raised in a privileged family, Wongchanok hints that she'd be happier if her family were not involved in the business of producing alcoholic beverages.

The only daughter of the Chevasiri clan, she had no choice but to go into the business after graduating.

"I wanted to show gratitude to my parents. But the time is right for me to move forward. As I've grown up in the beverage business, it's easier for me to start with a drink," she says.

Wongchanok has been drinking tea and coffee since high school to help her stay awake while studying.

"Coffee is a functional drink," says the new CEO of Black Cat Coffee (Thailand). "Everyone from students to businessmen drink it. According to our research, most people still regard coffee as the best beverage to help them stay alert."

Black Cat Coffee is the first to come up with espresso in a can.

The new brand will retail for Bt15 - Bt3 to Bt5 higher than other coffees on the market.

That's because most canned coffee is made from Robusta beans, while Black Cat uses Arabica. The coffee beans are imported and Wongchanok guarantees that the taste is worth the expense.

Though it's difficult to maintain aroma and freshness in ready-to-drink coffee, Black Cat espresso is every bit as strong as a cup of espresso should be.

Customers should get an idea of the caffeine kick by the wide eyes of the cat printed on the can. And don't be surprised at the cat's lack of whiskers.

"They fell out after knocking back the espresso," says Wongchanok.

The cute black-cat graphic on a silver background certainly helps the can stand out on store shelves. Yet Wongchanok's marketing team had doubts about the logo, saying it wasn't immediately clear that the cans contained coffee.

"I watched people in the supermarket and found customers were attracted by the unique design.

"I don't follow a marketing bible. I prefer being different. That's why I asked the advertising team to create a modern and catchy packaging that represents the Black Cat character. It is a tailor-made coffee."

Wongchanok says she's very single-minded at work and won't do business with friends. "Friendships will last

forever provided you don't mix money," she says.

And although she's been managing the whisky business for nine years, she confesses that producing coffee in a can is hard work.

The new venture has also changed her attitude toward spending. The coffee business needs strong staying power because financial returns are slow.

Coffee yields smaller profits than alcohol, too.

"I live more economically," says Wongchanok, who used to love buying diamonds.

But that hasn't stopped her from inviting five of Thailand's leading jewellers to the company's grand opening next Monday at the Oriental Hotel.

What will the glittering night be like?

Wongchanok just smiles. "Wait and see.

"I don't expect to be a market leader. I just want to sell the products that I think offer benefits to society.

"People drink whisky when they want to celebrate or when they feel depressed but alcohol doesn't solve problems.

You can drink coffee whether you are sad, stressed, happy or sleepy, and it will make you feel better. And that makes me feel good."

Tanaporn Tangcharoenmankong

The Nation