Suporn Denpaisarn, leading the non-alcoholic beverage section, anticipates a 25% surge in Thailand's soft drink sales during the warm season, boosted by aggressive marketing.

Growth outpaces market

Nielsen IQ data shows the firm grew by 15% from February 2023 to January 2024, outperforming the market's 12% average to hit 66 billion baht. Est Cola's market share remained stable at 8.6%, drawing significant revenue from various Thai regions, with Bangkok leading at 37%.

Focus on Gen Z and regional growth

With Gen Z making up 36% of sales, Thai Drinks will broaden its market reach, especially in the populous Northeast. With Thailand's population at 66 million and over 21.7 million in the Northeast as of January 2024, the region presents a significant customer base.

Cultural soft power drives expansion

The company is aligning with the increasing global influence of Asian culture across entertainment and other sectors. The aim is to leverage this appeal and increase the market presence of est Cola both domestically and across the continent, with Southeast Asia as a prime promotional target.

Market potential and brand ambassadors

Suporn highlights the substantial growth possibilities in Asia for branded drinks. Est Cola, currently thriving mainly in Thailand, initiated its Cambodian presence with local partnerships, aligning with Oishi green tea. They are capitalizing on cultural trends, using popular figures like Jeff Sator and Ink Waruntorn to resonate with younger demographics.

Promotional boost and touring

To further cement its presence, Thai Drinks will distribute 1 million product samples throughout 2024 in Thailand and Asia, coinciding with Jeff Sator's Asia tour, which includes five major cities.