Thai Drinks, the marketing entity overseeing est Cola, is eyeing regional expansion in Asia with a specific focus on capturing the Gen Z market segment.
Suporn Denpaisarn, the division head for non-alcoholic beverages at Thai Drinks, anticipates a 25% growth in the Thai carbonated soft drink market during the hot season due to rising temperatures and vigorous promotional efforts by various brands.
Referring to data gathered between February 2023 and January 2024 by Nielsen IQ, the company achieved a growth rate of 15%, outperforming the market average of 12%, culminating in a market value of 66 billion baht.
Est Cola maintained its market presence at 8.6%, with revenue distribution as follows: Bangkok accounting for 37%, the central region 28%, the Northeast 19%, the North 10%, and the South 5%.
Ms. Suporn articulated the company’s commitment to further broadening its customer base within Gen Z, constituting 36% of its current sales, as well as catering to other demographic segments, particularly customers in the populous Northeast region.
With Thailand’s population reaching 66 million in January 2024, including over 21.7 million residing in the Northeast as per the National Economic and Social Development Council, the company recognizes the rising influence of a new generation of Asians globally across diverse sectors such as entertainment, music, sports, fashion, and cuisine.
Thai Drinks aims to tap into the burgeoning Gen Z market, expanding the reach of est Cola within Thailand and throughout Asia.
Highlighting the immense growth prospects in the region, Ms. Suporn expressed, “We perceive substantial potential for our branded beverages to capture a larger market share within the region.”
While the current revenue stream for the cola predominantly originates from Thailand, the company has initiated efforts to promote est Cola in Southeast Asia.
“In January, we extended our brand presence into Cambodia in collaboration with a local distributor, alongside Oishi green tea,” she elaborated. Noteworthy personalities, embodying the aspirations of the burgeoning Asian generation, including Jeff Sator, a renowned Thai artist and winner of accolades on the reality program “Call Me by Fire Season 3,” and Ink Waruntorn, a leading female Thai vocalist, are being featured by Est.
Throughout 2024, the company intends to distribute up to 1 million product samples across Thailand and other parts of Asia. These samples will be showcased during Jeff Sator’s Asia tour, scheduled to include five major cities across the continent.
READ MORE STORIES: https://bangkokone.news
