Carabao Energy Drink
TypeEnergy drink
Country of origin Thailand
Introduced2002; 22 years ago (2002)
ColorRed
Websitewww.carabao.co.th

Carabao Dang Energy Drink (Thai: คาราบาวแดง; RTGSkharabao daeng; "red water buffalo") is a Thai energy drink launched in 2002 by Carabao Tawandang Co Ltd. It is now Thailand's second most popular energy drink. It is the key brand of Carabao Tawandang in Thailand, with an estimated 21 per cent market share in 2014.[1]

The name "Carabao Dang" comes from the Carabao Group's association with the band Carabao, combined with the German Tawandang Brewery Restaurant. It is marketed with the slogan "Carabao Dang: The Fighting Spirit".[2]

The drink's launch was accompanied by a high-profile TV advertising campaign featuring the company founder (along with Sathien Setthasit), rock star Yuenyong Opakul, also known as Aed Carabao.[3] This campaign was investigated by the Office of the Consumer Protection Board for being too violent,[4] but went on to win a gold and a silver medal at Media & Marketing magazine's Asian Brand Marketing Effectiveness Awards in 2003.[5] A second ad, featuring clips of actor Denholm Elliott, digitally altered so he was drinking Carabao from a trough, was less successful.

In 2004 the drink was introduced to Europe[vague] and the United States.[6] Exports to China and India began in 2007.[7] Carabao was introduced in Australia at the beginning of 2018.[8]

Market and share

The market for energy drinks in Thailand is estimated at 35 billion baht in 2018. Carabao research indicates that more than eight million Thais consume energy drinks. Nineteen per cent live in Bangkok, 32 per cent in other urban areas and 49 per cent in rural provinces.[9] Carabao Group expects 2018 revenues to reach 15 billion baht, up from 13 billion baht in 2017.[9]

Production

Carabao completed work on a new production site in the Bang Pakong District of Chachoengsao Province in mid-2018. The 8.7 billion baht, 180 rai facility includes a glass bottle plant, an aluminium can plant, and a bottling plant. Bottle production will increase to 1.6 billion bottles per year, up from 1 billion, and can production will increase from 800 million per year to 1.5 billion. Future plans include a fourth factory on the site.[9]

Sponsorship

Carabao signed a sponsorship deal with Chelsea F.C. as the official training wear partner in 2015. Carabao's logo will feature on Chelsea's training kits from the 2016-17 season onwards.[10]

Carabao signed a sponsorship deal with Reading F.C. as the primary shirt sponsor in 2016.[11]

Carabao became the EFL Cup title sponsor, with the competition renamed as the Carabao Cup, from the 2017–18 season onwards.[12]

In 2023, Carabao become sponsor of V.League 1 football club Hoàng Anh Gia Lai.

For season 2022/23, Carabao became an official partner to Heart of Midlothian F.C. Part of this partnership is to support charity by contributing £1 for every case purchased to Big Hearts Community Trust.

References

  1. ^ "Carabao aims to energise Thai IPO market". FinanceAsia. 4 November 2014. Retrieved 27 June 2015.
  2. ^ "Background and Major Developments". Carabao Group. Archived from the original on 2 March 2021. Retrieved 5 November 2017.
  3. ^ "Red Bull now chasing country music fans". The Nation. 3 October 2002. Retrieved 28 April 2008.
  4. ^ "STAMINA DRINKS: Govt sees red over ads". The Nation. 2 November 2002. Archived from the original on 7 November 2017. Retrieved 28 April 2008.
  5. ^ "Gold award for Carabao Daeng". The Nation. 3 September 2003. Retrieved 28 April 2008.
  6. ^ Amnatcharoenrit, Bamrung (2 June 2004). "Carabao Dang Firm Takes Aim at U.S., European Beverage Markets". Bangkok Post. Retrieved 28 April 2008.
  7. ^ "Carabao plans expansion in both China and India". Knight-Ridder Tribune Business News. 1 June 2007. Archived from the original on 9 February 2012. Retrieved 28 April 2008.
  8. ^ "History". Carabao Australia. Archived from the original on 6 March 2020. Retrieved 23 August 2018.[failed verification]
  9. ^ a b c Sritama, Suchat (17 August 2018). "Carabao aims to become top drink in Thailand". Bangkok Post. Retrieved 19 August 2018.
  10. ^ "Chelsea Sign First-Ever Training Kit Sponsorship Deal". Footy Headlines.
  11. ^ FC, Reading. "READING FC SIGN CARABAO AS PRINCIPAL PARTNER UNTIL 2019". Reading FC.
  12. ^ "EFL Official Website - Carabao". www.efl.com.