History:
– Est Cola created after termination of contract with PepsiCo
– Coca-Cola became leading soda brand in Thailand after Pepsi-Sermsuk split
– PepsiCo market share in Thailand dropped from 48% to 15% post-split
– Est signed 2-year partnership with Manchester City F.C. in 2013
– ThaiBev acquired Est Cola from Sermsuk in 2014
Variants:
– Est Cola
– Est Sugar Free Cola
– Est Play: Fruit-flavored soft drink available in various flavors
– Orange, cream soda, strawberry, grape berry, lychee-pear, lemon-lime (est Clear)
References:
– Kwanchai Rungfapaisarn, Serm Suk seeks No 1 spot for est cola in 3 years
– Appons Thai Food: est cola information
– Shane Danaher and Praj Kiatpongsan: Thailands Cola Conflict
– Amy Sawitta Lefevre: Pepsi scarcity in Thailand after breakup
– Culture Trip: Swap Coca Cola for Est in Thailand
Partnerships:
– Est signed partnership with Manchester City F.C. in 2013
– Marketing agreement between maker of Est Cola and Manchester City F.C.
– Est used Manchester City’s image for advertising in Thailand
– Partnership aimed to boost Est Cola’s brand awareness
– Collaboration helped Est Cola gain visibility in the Thai market
Acquisition:
– ThaiBev acquired Est Cola from Sermsuk for THB1.56 billion in 2014
– Sermsuk continued as the manufacturer of Est Cola post-acquisition
– Acquisition aimed to strengthen ThaiBev’s presence in the beverage market
– Est Cola’s acquisition marked a significant change in ownership
– ThaiBev’s acquisition strategy focused on expanding its product portfolio
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.
 | |
| Type | Cola |
|---|---|
| Manufacturer | Sermsuk Public Company Limited |
| Country of origin | Thailand |
| Introduced | 2012 |
| Website | www |