Eastroc Beverage (Group), one of China’s leading energy drink producers, announced plans to invest up to USD 200 million in Indonesia to expand its operations overseas. The new entity in Indonesia will focus primarily on the production and distribution of soft drinks with an aim to satisfy the growing demand for premium beverages in Indonesia and neighbouring markets.
Energy drinks accounted for 84% of Eastroc’s revenue in the first nine months of 2024, with sports drinks and other beverages contributing 10% and 6.5%, respectively compared with 93.6%, 3.6% and 3.8% in the first nine months of 2023. In recent years, the company is diversifying its portfolio to become a total beverage company.
While Eastroc may focus on mass-market energy drinks in Indonesia, significant opportunities lie in localised beverages incorporating Chinese innovations.
it will be interesting to how Eastroc will disrupt the market considering that there are very entrenched players already in the indo market.