Thai Drinks Co., Ltd., the maker of est cola, reported it has maintained a market share of 10.3% in the carbonated soft drink (CSD) market in Thailand in 2019, said Ms. Jesdakorn Ghosh, Vice President – Marketing, Thai Drinks Co., Ltd. Thanks to the hot summer of 2019, the overall Thai CSD market grew by 9.1% year-on-year, which represented strong growth given the CSD category in other markets was facing sluggish growth, making Thailand a bright spot for CSD.
According to the press release, est returnable glass bottles, which is environmentally friendly as it helps reduce the use of plastic, was a key driver in securing a 24.2% share of the Food Service Restaurants (FSR) channel. est saw 17.8% growth in the FSR channel during the campaign that ran from January until May 2019, which is above market average.
Thai Drinks said it will allocate THB80 million for its Year of Golden Rat’s summer campaign to boost consumption of soft drinks in returnable glass bottles with its “est Cola, Real Star of the Meal.” The campaign “builds on a previous campaign by creating consumption opportunities for est cola to make it the perfect companion for meals.”
“the Superstar Squad, comprised of ‘Boy’ Pakorn, ‘Great’ Warintorn, ‘Alek’ Teeradetch, and ‘James’ Jirayu, will travel around the country to add a fizzy and refreshing feeling to people’s meals in locations including Bangkok, Nakorn Pathom, Chonburi, Ratchburi, Chumphon, and Nakhon Ratchasima, from February through May 2020.”