PepsiCo has introduced Rockstar energy drink in the Thai market, which is a new market for the Rockstar brand in Southeast Asia after the Philippines and Vietnam. This sugar-free, carbonated energy drink is high in vitamin C, B3 and B6 and comes with ginseng extract, taurine and caffeine. Rockstar is priced at the higher end of the market at THB 30 in a 245ml can.
According to the press release issued by Suntory PepsiCo Beverage (Thailand) Company Limited, Rockstar aims to accommodate the growing demand from a new-generation of working consumers (Modern strivers) who are looking for an energy drink that can respond to their needs in terms of modernity.
A diverse range of marketing activities are planned to reach out to and penetrate the target consumers who are a “Work hard, Play harder” spirit.
In 2021, the value of Thailand’s energy drink market totaled 19 billion baht1. The market grew at a slower pace due to an impact of the rising number of alternative beverages in the market, the sluggish economy that took a toll on people’s purchasing power and consumer spending, as well as the impact of the COVID-19 pandemic. Meanwhile, the premium energy drink segment accounted for about 10% of the overall energy drink market1. The segment has noticeably recorded robust growth momentum with new players continuing to launch new products to stimulate the market.
1 Energy drink market value from ACNielsen during January – December 2021
