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Published on February 25, 2008

ThaiBev has taken over the Wrangyer brand from Wrangyer Beverage and become the major shareholder of Carabao Tawandang, which makes Carabao Daeng.

ThaiBev's recent buys will add lots of colour to the local energy-drink market, as it is one of the country's giant operators, Tacharin Osathanugrah, assistant managing director of Osotspa, said last week

However, he did not see much growth left for the market as it had already reached saturation point.

The government also on March 25 banned putting prizes inside lucky caps and strictly controls all forms of advertisement related to energy tonics.

However, Osotspa, as the manufacturer of leading energy-drink brands M150 and Lipovitan-D, will keep a close watch on the movements of the new player so as to quickly adjust its marketing plan. The new player has yet to reveal its marketing strategy.

Osotspa is still maintaining its own marketing budget at Bt300 million, about even with last year, and is sticking to its advertising strategy to promote all its brands through various media channels by using presenters to gain popularity with teenagers.

It will also continue developing products and keeping good relations with its dealers to prevent them from switching to the new player.

The company's two brands control 55 per cent of the Bt14-billion energy-drink market, which is expected to grow 2-3 per cent this year, Tacharin said.

The Nation