TCP Group homes in on youth market

The Thai energy drinks market is expected to grow this year, and TCP Group, the manufacturer and distributor of Red Bull, Beating Daesang, and Ready, aims to drive growth of its premium product segment by targeting the younger generation.

- KUAKUL MORNUM

Last year, Thailand's market for energy drinks market was worth 22 billion baht.

TCP Group forecasts market expansion of 5% this year, said Varawut Pongchimpak, the group's chief commercial officer for Thailand.

Of the total market value, roughly 2 billion baht is generated by the premium segment, Mr Varawut said.

Mr Varawut said premium energy drinks include carbonated energy drinks, products with various flavours as well as enriched vitamin beverages.

TCP Group's premium energy drinks are Red Bull Extra, Red Bull Soda and Ready energy drink.