Thai energy drink
Carabao Dang Energy Drink (Thai: คาราบาวแดง; RTGS: kharabao 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 late actor Denholm Elliott, digitally altered so he was drinking Carabao from a trough, was less successful.
The drink was introduced to the United States and Europe under the brand name Carabao leading to an increase in sales of the Thai brand on the west coast of the US in 2004.[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. Carabao aims to increase its market share from 25 per cent in 2018 to 33 per cent in 2020, making it the leader in the domestic energy drinks market.[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]
In June 2015, Carabao Dang became the main sponsor of English Football League Championship side Reading F.C.,[10] renewing their contract as Reading's primary sponsor from June 2016 to the summer of 2019.[11] Additionally, Carabao became the primary training kit sponsor of Premier League club Chelsea F.C. in the summer of 2016.
In November 2016, Carabao Dang announced a three-year deal with the English Football League to become the official title sponsor of the EFL Cup, becoming known as the Carabao Cup from 2017 to 2018 to the 2019–2020 season.[12] In 2021, the EFL announced a further two-year extension of the title sponsorship to 2024.[13]
In December 2016, Carabao Dang announced a six-year deal to become a sponsor of Campeonato Brasileiro Série A club Flamengo until January 2017. In 2018 the company will be the main sponsor of the team.[14]
On 28 March 2019, Carabao Dang announced a sponsorship deal with Tajikistan League team FK Khujand.[15]
