est, a carbonated soft drink brand under Thai Beverage, has unveiled its latest innovation — est Glow Edition, a vibrant new line of sodas that illuminate when exposed to light. This playful twist enhances the fun factor of traditional fizzy drinks, designed to captivate young, novelty-driven consumers who form the heart of est’s consumer base.
While brightly colored beverages often face criticism for their association with artificial additives and health concerns, their vibrant hues continue to captivate young consumers, symbolizing excitement and playful indulgence. Rather than relying on artificial coloring, brands can opt for natural alternatives that enhance consumer acceptance while preserving the playful appeal of vibrant beverages.
The est Glow Edition has four flavours:
- Electric Green
- Sigma Blue
- Pinky Winky
- Flashy Yellow
The brand has appointed GELBOYS, a fast-rising teen idol group, as its product ambassadors — a strategic move that aligns perfectly with its target audience and fosters a deeper emotional bond between the brand and young consumers.
Est employs an exclusive distribution strategy by offering each flavor through distinct sales channels, prompting consumers to seek out different variants. This approach adds an element of discovery and excitement to the shopping experience, making it more engaging and rewarding.
The luminous hues of est Glow Edition perfectly complement the Halloween spirit. To amplify the festive vibe, the brand is launching a themed activation — the glow-overload lab experience — at the PMCU SIAM HALLOWEEN 2025 at Siam Square Block I from October 24 to 26, 2025.
Est achieved a 6% increase in volume sales, defying the overall decline in the flavoured soft drink market in Thailand, which contracted by 6% to THB 17.39 billion in the 12 months leading up to August 2025, according to NielsenIQ. est’s market share in modern trade channels surged to 24.6% as of June 2025.
