Sermsuk Plc, the maker of "est", claims it ranks second in the country's cola segment only two months after its launch.
Sales of est passed 10 million cases worth 2 billion baht early this month to give it a 19% market share, said Sermsuk president Dhitivute Bulsook.
Sales and marketing director Parinya Permpanich said sales of est had been far beyond its expectations, setting a record of one million cases in just five days and reaching a value surpassing 1 billion baht in just six weeks.
Sermsuk aims to become market leader after helping Pepsi for 50 years to be the clear leader in the cola segment. Sermsuk was Pepsi's bottler for more than five decades before ending their relationship late last year.
Coke currently leads the way with a 55% market share, followed by est on 19%. They are the only two brands offering cola in glass bottles.
About 80% of restaurants that used to sell Pepsi have followed Sermsuk to sell est, which has a strong distribution network of 200,000 stores nationwide.
Sermsuk will drive its sales with the launch of four new flavours for est: orange, strawberry, cream soda and lemon lime.
The four flavours reflect Sermsuk's single-brand strategy for marketing its carbonated soft drinks and will benefit the market momentum created by the phenomenon of est.
With bright colours and lively tastes, the new flavours aim to position est as a fashionable soft drink. They aim to highlight how today's dynamic teenagers are living online lifestyles and following the trendsetters among their peer groups.
About the author
- Writer: Pitsinee Jitpleecheep
Position: Business Reporter