TCP Group’s Red Bull has partnered with global artist BamBam – Kunpimook, whose image is now featured on Red Bull Soda packaging as the brand’s new ambassador. Red Bull Soda, introduced two years ago with a refreshing soda twist, targets consumers aged 18-35 and now has a new Summer Berry flavour.
Mr. Varawut Pongchinpak, Chief Commercial Officer – Thailand of TCP Group, stated “Red Bull Soda is the category leader in Thailand’s premium energy drink market. This year, we’re accelerating brand momentum with the ‘Recharge and Refresh’ strategy—built to spark energy and inspire passion, empowering consumers to live life at full speed all day long. We’re targeting a twofold increase in sales from last year with key drivers through our partnership with BamBam Kunpimook Bhuwakul, our new global brand ambassador, whose dynamic persona, passion, and global fanbase align seamlessly with the Red Bull brand. This collaboration will elevate Red Bull’s impact both in Thailand and worldwide.”
TCP has the leading market share in the premium energy drink market in Thailand with a 60% share, of which Red Bull Soda sales grew by 40% in 2024, Red Bull Extra up by 40% and the female-focused Ready increased by 10%, said Varawut Pongchinpak in an interview with Brand Inside.
TCP’s energy drink business is divided into 75% mass energy drinks, led by the Krating Daeng brand, and 25% premium energy drinks.
Varawut stated that energy drink market growth is currently sluggish due to stable purchasing power and delayed summer heat, despite summer usually boosting sales by 10%, or 30% of the year’s total, reported Brand Inside.
The energy drink market was valued at THB 22 billion in 2024 with premium energy drink accounting for 10% of the market. TCP expects the energy drink market to grow by an average of 6% in 2025.
Key takeaways: tailor to the preferences of young consumers and an easy-to-drink propositions
