Carabao goes global, expanding to European markets with carbonated energy drinks
Carabao continues its global expansion by introducing carbonated energy drink to the European markets, using sport marketing through Reading Football Club. The Carabao logo will appear on the home team shirt from next season onwards.
Carabao Tawandang Company Limited, producer and marketer of Carabao, is expanding to Europe by offering 325 ml carbonated energy drink in sleek can. The flavor has been developed to match the preference of European consumers. It will be different from the products sold in Thailand and in CLMV markets. Where at present, the brand has the highest market share in Cambodia. The company believes Carabao has potential to grow in the European markets.
The marketing strategy of sport marketing, is through Reading Football Club, an English professional football club that plays in the Football League Championship. The club is owned by a Thai . In the 2015-2016 season, the Carabao logo will appear on the Reading FC home team shirt.
Mr Sathien Setthasit, CEO & Chairman of Carabao Group Public Company Limited (CBG), said, “Thailand is a leading producer of energy drinks for the world, and Carabao is the fastest growing brand. Today, it is one of the leading brands in Thailand, as well as in CMLV markets. This year, we aim to expand our business to the European markets by introducing our new product. We are honored that Reading FC chose us as a partner. They have a great vision and coupling with our strong brand image. I believe this partnership will be very beneficial for both parties. I would like to take this opportunity to thank the fans of Reading FC for their support, and I hope that this partnership will lead to great things in the future.”
The partnership with Reading FC is a marketing strategy executed by the company’s distributor in the UK, approved and supported by the company. The company’s policy is for the distributor to handle marketing strategies, using activities and media channels that match the target and culture in each country. As a brand, Carabao will become more well-known through Reading FC, where its markets will be expanded in the UK and in other European countries, in addition to the presently well established markets in CLMV countries and the Middle East.
Reading FC is visiting Thailand in “Reading FC Thailand Tour 2015” to introduce the Thai fans to Reading FC, which has more than 100 years of history. Their visit will boost the image of Carabao as well. Reading FC will play against Thailand All Stars team on July 8 at 7 pm at Supachalasai Stadium. Tickets are now on sale at Thaiticketmajor. A part of the proceeds will be donated to Chaipattana Foundation. Students can attend free of charge.
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