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]

Est
TypeCola
ManufacturerSermsuk Public Company Limited
Country of origin Thailand
Introduced2012; 12 years ago (2012)
Websitewww.estthai.com

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 2013, Est signed a 2-year partnership with Manchester City F.C. to use the club's image for advertising purposes in Thailand.[5]

In 2014, ThaiBev acquired Est Cola from Sermsuk for THB1.56 billion. Sermsuk remained the manufacturer of the cola.[6]

Variants

edit
  • est Cola
  • est Sugar Free Cola
  • est Play: Fruit-flavored soft drink. Available in orange, cream soda, strawberry, grape berry, lychee-pear and lemon-lime (also known as est Clear) varieties.

References

edit
  1. ^ Kwanchai Rungfapaisarn, "Serm Suk seeks No 1 spot for est cola in 3 years" Archived 2016-04-21 at the Wayback Machine, The Nation, 3 November 2012. Retrieved 11 March 2019.
  2. ^ "est cola" Archived 2016-03-04 at the Wayback Machine, Appon's Thai Food, 17 November 2012. Retrieved 11 March 2019.
    - Shane Danaher and Praj Kiatpongsan, "Thailand’s Cola Conflict: Est vs. Pepsi", Coconuts Bangkok, 26 December 2012. Retrieved 11 March 2019.
    - Amy Sawitta Lefevre, "Pepsi suddenly scarce in Thailand after bottler breakup", Reuters, 22 February 2013. Retrieved 11 March 2019.
  3. ^ "Swap Coca Cola For Est In Thailand". Culture Trip. 2018-03-06. Retrieved 2024-04-08.
  4. ^ Edwards, Jim. "Pepsi, The No.1 Soda In Thailand, Just Had Its Market Share Wiped Out By A Lookalike Brand". Business Insider. Retrieved 2024-04-08.
  5. ^ "Maker of est cola, Man City ink marketing agreement". nationthailand. 2013-07-30. Retrieved 2024-04-08.
  6. ^ "ThaiBev acquires 'Est' cola for 1.56B". Coconuts. 28 October 2014. Retrieved 2024-04-08.