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Est Cola
Est Cola
Est Cola
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Est
TypeCola
ManufacturerSermsuk Public Company Limited
OriginThailand
Introduced2012; 13 years ago (2012)
Websitewww.estthai.com

Est (stylized as est; Thai: เอส) Cola is a cola soft drink from Thailand, manufactured by Sermsuk Public Company Limited. It was launched on 2 November 2012.[1]

History

[edit]

Est Cola was created following the termination of the company's contract with PepsiCo, for whom it had bottled and distributed Pepsi in Thailand since 1952.[2] The Pepsi-Sermsuk split created an opportunity for Coca-Cola to become the leading soda brand in the country.[3] PepsiCo had 48% market shares in Thailand before the split (and Coca-Cola 42%), but its shares dropped to 15% after the split. The split happened after PepsiCo tried and failed to take over Sermsuk.[4]

In 2014, ThaiBev acquired Est Cola from Sermsuk for THB1.56 billion. Sermsuk remained the manufacturer of the cola.[5]

Involvement in sports

[edit]

In 2013, Est signed a two-year partnership with Manchester City F.C. to use the club's image for advertising purposes in Thailand.[6]

Est has been sponsoring the Thailand national volleyball teams both men and women since 2015.[7] A Thai volleyball club team baring the soda's name, Est Cola has also been formed which participates in international club tournaments.

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Est Cola

View on Grokipedia
from Grokipedia
Est Cola is a carbonated product within the "est" brand lineup, manufactured by Sermsuk Public Company Limited, a leading Thai beverage producer established in 1952. Launched in November 2012 as part of a broader range of carbonated beverages including flavored sodas and lemon-lime options, Est Cola was positioned to appeal to teenagers and young adults seeking innovative and "cool" refreshment experiences in Thailand's competitive US$1.2 billion market at the time. From its inception, Est Cola aimed to challenge established market leaders like PepsiCo and Coca-Cola, with initial ambitions to capture 25% market share in the cola segment in its first year through aggressive marketing investments of approximately US$9 million and widespread distribution across 200,000 retail outlets supported by five production plants. By the end of 2012, it had rapidly gained traction, achieving an estimated 19% market share in the cola segment and establishing itself as a strong contender. Over the years, the brand has sustained growth amid a dynamic market, recording a 22.6% sales increase from September 2022 to August 2023—the highest among peers—and expanding its volume market share from 7% to 9.1% year-on-year by August 2023. Est Cola's success has been driven by targeted marketing strategies, including high-profile partnerships such as with Manchester City Football Club in 2013 and recent campaigns like "Born to Be Awesome" aimed at Gen Z consumers across Asia, followed by a 2024 Netflix "Squid Game" collaboration. The brand emphasizes a bold flavor profile featuring rich brown sugar sweetness balanced with a crisp, refreshing zing, and it held an 8.6% overall market share in Thailand's 66 billion baht soft drink sector as of March 2024, with ongoing expansion efforts into international markets including a 2025 Glow Edition launch. Available in various sizes from 250 ml cans to 1.6-liter bottles, Est Cola continues to innovate with limited-edition flavors and promotions to sustain its appeal among younger demographics.

Overview

Product characteristics

Est Cola is a carbonated featuring a sweet, caramel-like flavor profile with notes of sweetness, complemented by the tangy acidity from for a balanced taste. The primary ingredients consist of , (typically cane sugar in the Thai market), (E150d), (E338), and natural flavors; it also contains as a standard component of beverages. Est Cola is offered in standard packaging formats including 250 ml cans, 330 ml returnable glass bottles, 330 ml PET bottles, 640 ml PET bottles, 1.6 L PET bottles, and multi-packs for convenience. A typical 330 ml serving contains approximately 132 kcal, derived mainly from carbohydrates (around 33 g, including 30 g of sugars), with 0 g of and minimal sodium (about 0.08 g). Upon launch, Est Cola was marketed as a refreshing, bold alternative to established global colas like Coca-Cola and Pepsi, targeting the competitive Thai soft drink market with its crisp, bubbly profile.

Manufacturer and distribution

Est Cola is manufactured by Sermsuk Public Company Limited, a Thai beverage producer that operates automated bottling lines at its primary facility in Ban Bueng, Chonburi Province. Sermsuk became a subsidiary of Thai Beverage Public Company Limited (ThaiBev) following ThaiBev's acquisition of a controlling stake in 2011 for approximately 15.4 billion THB, which integrated Est Cola's production into ThaiBev's broader non-alcoholic beverage portfolio. In 2014, ThaiBev further consolidated ownership by acquiring the Est brand and trademark from Sermsuk for 1.56 billion THB through its subsidiary International Beverage Holdings Limited, enhancing supply chain efficiency and brand management. Sermsuk was founded in 1952 as the exclusive bottler and distributor for products in , a that lasted until a mutual termination in amid disputes over distribution . Following the split, Sermsuk pivoted to developing its own brands, launching Est Cola in November to capitalize on its established and fill the market gap left by Pepsi's reduced presence. This shift, combined with ThaiBev's 2011 acquisition and 2014 brand integration, strengthened Sermsuk's operational capabilities, including expanded production capacity through investments like a 1.1 billion THB facility upgrade in 2013. Distribution of Est Cola occurs primarily within through a network of supermarkets such as and , convenience stores, and vending machines, leveraging Sermsuk's nationwide logistics inherited from its era. Exports target Southeast Asian markets, including where Fraser & Neave Holdings Bhd handles local distribution and production, as well as initial shipments to , , and since 2016. As of 2024, Est Cola holds the position of the third-largest cola brand in behind and , with an approximately 8.6% share of the carbonated soft drinks market by value. In modern trade channels, its market share reached 24.6% as of June 2025. This market standing reflects steady volume growth, reaching about 9.1% in 2023, supported by ThaiBev's regional expansion strategies.

History

Origins and launch

The of Est Cola stemmed from the termination of Sermsuk Public Company Limited's longstanding bottling and distribution agreement with , which had been in place for 59 years and expired on November 1, 2012. This partnership had positioned as the dominant player in Thailand's cola market, holding approximately 48% prior to the split, ahead of Coca-Cola's 42%. The abrupt end created a significant supply vacuum, as scrambled to establish new distribution channels, resulting in 's market share plummeting to around 15% within months. Est Cola was launched on November 2, 2012, as the product of Sermsuk's new "est" brand, marking the company's first foray into creating its own carbonated line. Positioned as a proudly Thai alternative to international giants, the drink aimed to leverage Sermsuk's extensive existing infrastructure and distribution network to quickly capture a substantial portion of the market, with initial targets including becoming the second-largest brand in the first year. The launch was backed by a massive investment of 1.5 billion baht (approximately $50 million at the time), focusing on building through aggressive nationwide television that highlighted Est's energetic, youthful vibe and local roots. Sales rollout began with a strong emphasis on urban centers like , utilizing Sermsuk's network of over 8,000 sales representatives to reach more than 80% of the country's 200,000 grocery stores within weeks. Priced competitively, the product appealed to cost-conscious consumers amid the post-split scarcity of alternatives. This strategy drove immediate success, with Est achieving an estimated 19% market share by February 2013, just three months after launch, surpassing and establishing itself as a formidable contender in Thailand's $1.5 billion sector.

Corporate developments

In 2014, acquired the Est Cola brand and its trademarks from Sermsuk Public Company Limited for 1.56 billion (THB), integrating it into ThaiBev's diverse portfolio that includes Chang Beer and Oishi green tea, while Sermsuk continued as the manufacturer. This acquisition aimed to leverage ThaiBev's financial resources and global marketing expertise to accelerate the brand's growth beyond its initial domestic focus. Following the acquisition, Est Cola pursued international expansion within markets, beginning with exports to in 2016, where it captured 4-5% of the soft drinks through local distribution partnerships. The extended its reach to other Asian countries as part of ThaiBev's strategy to target younger consumers and capitalize on regional demand for affordable, trendy carbonated beverages. Concurrently, Est Cola invested in initiatives, launching 100% recycled (rPET) bottles for its 515 ml size in 2024 as part of the "Gen Za" environmental campaign, emphasizing reduced plastic waste and principles. In response to the from 2020 to 2022, enhanced channels across its non-alcoholic beverage portfolio, including Est Cola, to sustain sales amid lockdowns and shifts in consumer behavior toward online purchasing. This adaptation supported recovery, with Est Cola's sales volume growing 19% in subsequent years, driven by digital promotions and delivery partnerships. Recent strategic milestones include a comprehensive brand revamp in 2023, introducing sparkling graphics, a modern logo with trendy lines and Asian-inspired colors, and refreshed packaging across all flavors to appeal to Gen Z consumers and reflect the 's "cool and fizzy" identity. In 2025, Est Cola launched the "Rise Up" campaign, featuring uplifting messages on packaging—readable upside down—to promote positivity and resilience during economic recovery, aligning with broader efforts to foster emotional connections. By June 2025, Est Cola's market share in the cola segment had increased to 10.6%. In October 2025, the brand introduced the Glow Edition, a line of vibrant sodas targeting novelty-driven young consumers. Est Cola's performance contributes significantly to ThaiBev's segment. The brand holds about 10% of Thailand's market. ThaiBev's overall group revenue reached THB 340 billion in 2024 (ended September 2024).

Product lineup

Core cola offerings

Est Cola offers a range of formats for its original unflavored , catering to different consumption needs in the Thai market. The standard lineup includes 250 ml slim cans designed for on-the-go convenience, 330 ml standard cans, 500 ml bottles suitable for individual sharing, and 1.6 L family-sized bottles. A zero-sugar variant, sweetened with , was introduced to appeal to health-conscious consumers seeking a low-calorie option without compromising the classic taste. The core formula delivers a classic profile with elevated sweetness derived from a base, setting it apart from Pepsi's formulation by providing a richer, more indulgent profile. levels align with standard cola benchmarks for a moderate energizing effect. Regional adaptations include a version for the Malaysian market, launched in 2016. In 2025, a limited-edition "Glow Edition" was released with luminous that glows under light, targeting and festive occasions with its visually striking appeal. The core product is widely available, stocking approximately 90% of retail outlets in , from convenience stores to . Pricing follows an accessible , ranging from THB 8 for smaller cans to THB 25 for larger bottles, ensuring broad affordability.

Flavored and specialty variants

In 2013, Sermsuk Public Company Limited expanded the est brand beyond its original cola with the launch of four fruit-flavored variants: est Orange, est Strawberry, , and est Lemon Lime. These offerings provide distinct taste profiles—citrus-forward zest in est Orange, berry-sweet notes in est Strawberry, vanilla-creamy smoothness in , and tart, refreshing citrus in est Lemon Lime—while retaining comparable content (around 34 mg per 12 oz serving) and levels (approximately 140-150 kcal per serving) to the core est Cola, positioning them as accessible extensions for everyday consumption. The est Lemon Lime flavor, marketed as est Clear, emphasizes a lime-infused, transparent carbonated beverage with a lighter, low-calorie profile suited for those seeking a less intense alternative to opaque colas, and it remains a staple in the lineup alongside ongoing additions like est Grape Berry and est Salty Lychee for broader fruit variety. In 2025, est introduced the Glow Edition series, a limited novelty line featuring four new flavors—Electric Green, Sigma Blue, Pinky Winky, and Flashy Yellow—with luminous packaging that glows under light for visual appeal, targeting younger, social media-savvy consumers with Instagram-friendly packaging and experiential marketing, including Halloween promotions. Specialty variants include health-oriented options like est Sugar Free Cola, which have diversified the portfolio, with flavored and specialty products driving notable sales growth among demographics through innovative, fun designs.

Marketing and branding

Advertising strategies

Est Cola's advertising strategies initially emphasized television advertisements from to , featuring energetic to evoke local pride following the brand's split from , with a launch of 1.5 billion baht dedicated to building market presence. Early digital efforts complemented these TV spots through content on , marking an initial push into online channels. In 2023, the brand underwent a significant revamp with the "Born to be Awesome" campaign, utilizing vibrant animations and partnerships with influencers to target consumers and refresh its image after over a decade in the market. This initiative was backed by a 150 million baht marketing allocation, focusing on experiential promotions like product sampling across . By 2025, Est Cola introduced the "Rise Up" series, incorporating upside-down motivational messages on cans—such as "Keep Going"—designed to be readable when inverted, aiming to inspire resilience amid everyday challenges. The brand's media mix prioritizes digital platforms, including and content with interactive challenges tied to variants like the Glow Edition, alongside traditional TV and radio spots and out-of-home such as billboards in . To appeal to younger demographics, Est Cola has collaborated with K-pop idols, notably appointing as brand ambassadors in 2016 for commercials promoting flavored offerings like Korean Orange Cola. These strategies occasionally tie into sponsorships for broader . Campaign effectiveness has been evident in rising metrics, with top-of-mind increasing to 18% by late 2023 from 6% the prior year, alongside growth to 9.1% in volume terms. By , the brand maintained an 8.6% in Thailand's carbonated sector, reflecting sustained impact from these innovative approaches.

Packaging and promotions

Est Cola's initial packaging upon its 2012 launch featured standard silver aluminum cans emblazoned with the brand's red "est" logo, designed to evoke a sleek, modern aesthetic in the competitive Thai market. In 2023, the brand underwent a significant makeover after 11 years, introducing glossy, colorful labels with sparkling bubble graphics across all can and bottle sizes to emphasize its fizzy, trendy identity and align with updated advertising themes. Key innovations in packaging include the 2024 introduction of 100% recycled polyethylene terephthalate (rPET) bottles for the 515 ml size under the "Gen Za" sustainability mission, which eliminates virgin plastic use for these formats and supports broader efforts to reduce plastic waste through recycling initiatives. Additionally, the Glow Edition bottles incorporate UV-sensitive ink that causes them to glow under light, targeting party and social settings with four novelty flavors: Electric Green, Sigma Blue, Pinky Winky, and Flashy Yellow. Promotional tactics have focused on retail engagement, including buy-more-save-more deals in hypermarkets like , where bulk purchases of Est Cola packs yield discounts to encourage larger buys. The brand has also leveraged QR codes on packaging for sample distribution campaigns, aiming to reach up to one million consumers across and in 2024 through targeted giveaways. Seasonal bundles, such as volleyball-themed can collections released to coincide with the 2025 in , include commemorative merchandise to boost fan engagement during the event. These promotions have driven notable retail impact, with Est Cola's volume sales increasing by 19% over the two years leading into 2025, attributed to heightened trial among younger demographics in convenience stores and hypermarkets.

Sports sponsorships

Football partnerships

Est Cola's most notable involvement in football came through a two-year sponsorship agreement with Manchester City F.C., established in July 2013, which positioned the brand as the club's official soft drink partner in Thailand. This regional deal marked Manchester City's first such collaboration in the country and aimed to capitalize on the club's growing popularity among Thai fans following their 2012 Premier League victory. The partnership enabled Est Cola to feature Manchester City imagery in advertising campaigns, including television commercials with club players, to enhance brand visibility across Thailand's population of over 69 million. The agreement included a series of fan-focused activations, such as exclusive events and promotions designed to engage local supporters and strengthen Est Cola's market presence in the competitive Thai beverage sector. By aligning with a high-profile English team, Est Cola sought to differentiate itself from established competitors like and , leveraging football's cultural significance in to drive consumer awareness and loyalty. This sponsorship played a key role in the brand's early growth, helping it achieve a 19 percent share of the Thai cola market within months of its November 2012 launch. In the years following the Manchester City partnership, Est Cola has not pursued major football sponsorships, instead directing efforts toward other sports like as part of a broader strategy to support Thai athletic development.

Volleyball and motorsport engagements

Est Cola has maintained a significant presence in sponsorship since 2015, serving as the official partner for Thailand's national men's and women's teams through Thai Drinks Co., Ltd., the brand's marketer. This commitment includes prominent branding, such as the Est Cola logo featured on team jerseys and in arena advertisements during international competitions. In a notable contribution, the company donated 50 million (THB) to the Volleyball Association of Thailand in August 2025 to support the hosting of the in , underscoring its role in elevating the sport domestically. Building on this foundation, Est Cola established its own professional , the Est Cola Volleyball Club, in 2015 to foster competitive play and talent cultivation. The club participates in regional events, including the AVC Club Championships, and emphasizes player development by integrating under-20 and under-21 athletes with senior national members in tournaments such as the 2024 Premier Volleyball League Invitational Conference and the 2025 VTV Cup. These initiatives have helped nurture emerging talent and strengthen Thailand's infrastructure, contributing to the sport's growth and national success. In , Est Cola has been a key sponsor of the Thailand Super Series, an championship, for over six consecutive years beginning in 2019. The sponsorship encompasses trackside branding, visibility on race cars, and support for driver equipment, enhancing the brand's exposure during high-profile events like the 2024 and 2025 seasons. This involvement extends to youth engagement programs, where Est Cola collaborates with the series to inspire young participants through experiences and educational activities. These engagements in and motorsport have bolstered Est Cola's ties to Thai culture, fostering national pride and community involvement while differentiating the brand from its earlier, shorter-term football initiatives. The sponsorships have notably amplified among younger demographics, aligning with broader efforts to promote active lifestyles and athletic achievements.

References

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