In a sweet deal for one of Thailand’s beverage duoply, a Thai Beverage subsidiary announced today it is buying “Est” cola for THB1.56 billion.
Two years after the Thai bottler of Pepsi rebelled to start its own taste-alike soda, Sermsuk Plc will continue to distribute the brand here in the kingdom.
Sermsuk is owned by a Hong Kong-based subsidiary. The deal will deliver the Est brand into ThaiBev’s portfolio to join Chang beer, Sang Som rum and Mekhong hooch.
In its two years, where it seemed to push Pepsi out of restaurants and off shelves in favor of its brand, Semsuk says its Est soda has grown to a 12 percent market share, according to the Bangkok Post.
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