Editorial staff
Est, a CSD brand under ThaiBev Group, is expected to have continued growth for the third consecutive year in the fiscal year 2026, from October 1, 2025, to September 30, 2026, thanks to adding a new innovative flavor to its carbonated soft drink portfolio.
Suporn Denpaisarn, ThaiBev’s first vice president, chief non-alcoholic beverage business – Thailand of Thai Beverage Plc, said that est brand is moving forward to strengthen its positioning as the top-of-mind CSD brand among the new generation with the launch of its new campaign, “Too Awesome to Dim,”.
It also introduced a new product innovation, “est Glow Edition,” glowing-flavored CSD that shines brightly under light. The lineup features four glowing colors and four fruit-mixed flavors. These never-before-tasted combinations reflect the bold, sassy fun of the new generation.
Ms Suporn said that a demand of almost non-alcohol drink categories was minus 2% in the first eight months of this year. Consumption of electrolyte drinks was -11%, carbonated soft drink -8%, fruit juice -5%, milk -4%, ready-to-drink tea -3% and functional drink -2% respectively. The flavored CSD market is valued at 17.39 billion baht and recorded a 8% decline in volume growth, compared to the previous year (Nielsen IQ data, September 2024 – August 2025).
However, est flavored CSD have stood out with 6% growth, according to Nielsen IQ, September 2024 – August 2025, outperforming both the overall market and key competitors, especially in modern trade channels, where its market share reached its highest level at 24.6% (Nielsen IQ data as of June 2025).
This success reflects est consistent focus on diverse and constantly the introduction of new flavors. Currently, est offers up to 13 flavors, with ‘est Lychee,’ ‘est Grape Berry,’ and ‘est Kamikaze’ driving this achievement.
In addition, when coupled with impactful communications and creative campaigns, est has imagery growth in various aspects from freshness, cool, fun till innovation. Capturing more attention of Gen Z, est business has continuously grown for three consecutive years from 2023 till this year.
Moreover, its market share has increased from 7% since February 2023 to 10.6% in June 2025. Only in flavored CSD segment, est ranks the second with a market share of 14.9% in August 2025, up from 9.7% in February 2023.
‘’Est has not only offered a differentiate drink, but also fun so that it can boost growth of est social engagement by two times. We add a sense of fun and novelty to bring excitement to the flavored CSD market while that’s why we created est Glow Edition, Thailand’s first-ever glowing-colored CSD, featuring four colors and four flavors inspired by a unique blend of fruits, designing for Gen Z to experience,”Ms Suporn said.
Each flavor is available only through a different retail channel. Est Electric Green is available nationwide while est Sigma Blue is at Lotus’s and Makro. Est Pinky Winky is exclusively available at 7-Eleven and est Flashy Yellow is only at Big C.
Est hires GELBOYS: New Chayapak, Pipe Monthapoom, PJ Mahidol, and Leon Zech as its presenters who help connect with Gen Za along with a full 360-degree communication plan, featuring creative online media with brilliant out-of-home (OOH) media.
“For 2026, est will continue to reinforce its brand positioning by supporting Gen Z’s passions and celebrating Gen Z culture. We will continuously pursue marketing activities to build connections with the youth segment and expand growth within the flavored CSD market. est aims to achieve robust growth in the CSD market like we experienced for the past two consecutive years,’’ Ms Suporn said.
Thailand’s total CSD market is estimated to be worth of 67 billion baht in value. Of the total, 70% is cola drink and the remaining is others including flavor segment. Coca Cola controlled 50% corporate shares, followed by Pepsi 30%, est 10% and the remaining 10% belongs to others.
